Taco Bell announced today it is teaming up with Revolution Carts to give street-legal food carts to 20 entrepreneurs throughout Southern California. In a blog, the company noted the partnership is a way to “breakdown barriers” for serving Hispanic and Latin cuisines on Taco Tuesdays, which is now trademark free nationwide.
The company said the culinary hotspot of Southern California, with heavy influence from Latin American cultures created by street vendors, inspires its menu.
“Although these passionate small business owners are essential to the community, they often face challenges like permitting issues, equipment access, financial barriers and even street harassment,” the company stated.
The partnership with Revolution Carts is a way for Taco Bell to break down those barriers, the company adds. Each of the 20 carts distributed will be health permit compliant and customized.
Taco Bell is also bringing back Avenue 26 Family Night Market this season. The event originally started in LA’s Lincoln Heights neighborhood to showcase vendors’ culinary creations, and was moved to the Pico Rivera Sports Arena in 2021, where it attracted over 100 street vendors. In November, Ave 26 will return to the Arts District of LA, at the corner of 5th Ave. and Colyton St., and will be held for six consecutive Tuesdays.
The first Revolution Carts will be distributed at the Ave 26 Family Night Market event in Pico Rivera on Oct. 28, and Taco Bell will continue to give Revolution Carts away on Tuesdays in various parts of Southern California for the remainder of the year.
The first four recipients have already been chosen and include The Basket Taco Co., led by Abraham and Karla Mota; Sammy’s Elotes y Más, led by Merced Cortés Sánchez; Martha’s Kitchen, led by Greysi Car; and House of Masa, led by Karen and Randy Garcia.
“Street vending is one of those things that makes the greater Los Angeles area so unique,” Richard Gomez, chief engineer at Revolution Carts, said in a joint statement. “It’s one of the most accessible entry points for aspiring food entrepreneurs, yet many people don’t realize the significant obstacles that vendors face throughout that process. We’re proud to team up with Taco Bell to do our part in trying to remedy these issues by supplying vendors with the proper equipment and fundamentals for long-term success.”
This isn’t the first time Taco Bell has teamed up with a local company. Late last year, the company added Southern California-based Truff’s Hotter Hot Sauce to its Nacho Fries. And in March, Taco Bell partnered with LA-based Yeastie Boys to collaborate on a six-item breakfast menu. These partnerships may potentially put the brand in front of new customers or inject the brand into new conversations.
During Nation’s Restaurant News’ recent CREATE: The Experience event in Palm Springs, Calif., Taco Bell’s global chief brand and strategy officer and incoming CEO Sean Tresvant, said consumers are no longer interested in just buying from brands.
“They want to experience brands. These days, it’s not just about buy, buy, buy, buy, buy. They want to experience your brand in different ways,” he said. “At Taco Bell, it’s how we disrupt. That takes big ideas and being uncomfortable. If you’re going to disrupt and lead, you’ve got to be different.”
Contact Alicia Kelso at [email protected]