Taco Bell Corp. has launched a new fast-casual taco concept designed to capture diners who are not likely to step foot in a Taco Bell. Named U.S. Taco Co. and Urban Taproom, the new concept recently opened in Huntington Beach, Calif., offering a simple lineup of 10 premium tacos, thick-cut fries and shakes. Future locations will also include a menu of craft beer and wine. Designed by a team of young Taco Bell executives in a “secret war room” at the chain’s Irvine, Calif.-based headquarters, the new concept is nothing like the mothership brand — except that tacos are on the menu.

And rather than going for an authentic Mexican theme, the new concept will tap regional American flavors, offering a playful menu of premium tacos in the fusion style of food trucks or the contemporary taquerias of Dallas or San Francisco’s Mission district.

Customers will be able to watch their food being made inside the glass-enclosed area next to the ordering counter. The restaurant, meant to attract higher-income foodies, will have an outdoor patio.

Let’s take a look at the food.

Here’s a combo meal with U.S. Taco’s thick-cut fries, a “Friggin’ Fried Ice Cream” milkshake, and a steak taco.

These are the Winner Winner tacos with Southern-style fried chicken breast topped with South of the Border gravy, roasted corn, pico de gallo, jalapenos, and cilantro in a flour tortilla.

This is the roasted chile queso with habanero-dusted “Papas Fritas.”

The “1%er” is served on flatbread with lobster, garlic butter, slaw, roasted poblano crema and cilantro.

The “Not My First Rodeo” taco is filled with smoked brisket, molcajete salsa, slaw, pickled onions and cilantro.

U.S. Taco Co. will be open 11 a.m. to 10 p.m. Sundays through Thursdays and 11 a.m. to midnight Fridays and Saturdays. You can check out the entire menu HERE!

150 5th St., Huntington Beach, www.ustacos.com. (714)536-6728