Taco Bell Introduces Luxurious Retirement Home 'The Cantinas'

As part of its latest branding initiative, Taco Bell is launching an early retirement community dubbed "The Cantinas," where those old at heart can embrace the laidback retiree life.

Launched with PR agency Edelman, the taco giant's efforts promise a "weekend getaway like no other," inspired by seniors' ideas of relaxation and fun activities.

At the Cantinas, which will take place in San Diego, visitors can enjoy:

• Retiree lodging, where naps are encouraged
• Vintage merch for the old souls, so they can Live Más
• Arts and crafts sessions, which include painting and knitting classes
• Old-school games to bring out their competitive side
• Retiree recreational activities such as golf, pickleball, croquet, and more
• Exercise sessions 
• Elevated dining experiences courtesy of Taco Bell

The Cantinas will open its doors on the weekend of August 17-18, and Taco Bell Rewards Members can get early access to day passes and weekend memberships starting July 16.

A full weekend membership, which includes overnight accommodations, full access to amenities, recreation, dining, and entertainment, retails for $150.

Meanwhile, the day pass which includes access to the activity grounds, recreation, and dining areas, will go for $50 per day.  

True to the 'Live Más Ethos'

Though Taco Bell's latest campaign takes inspiration from the slow-living lifestyle of seniors, it caters more to Gen Z and the audience interested in senior activities. 

"There's a common misconception that retirement unlocks the life you've been waiting for. And while that may be true for some, we don't think you should have to wait until 55 to live the life you're craving," Taco Bell U.S. CMO Taylor Montgomery said.

Montgomery added that the early retirement community, just like Taco Bell, represents a place where all generations can unite to "Live their Más however they want." It's a weekend getaway that taps into both the niche and popular activities of the fast-food chain's audience, capturing their interest. 

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