Taco Bell to open in Mexico

The Consumerist and The San Diego Union Tribune are reporting that Taco Bell will be opening their first fast food restaurants in Mexico in 15 years.

Taco Bell doesn't have to worry about being lost in the throngs of Mexican restaurants in Mexico because Taco Bell doesn't serve Mexican food. And they admit it:

"What we are bringing to Mexico is not Mexican food, it's our exciting quick-service restaurant brand," said Rob Poetsch, a spokesman for Yum Brands. "We feel the timing is right, and we've done quite a bit of consumer research to validate that this goes beyond product. It's about value and convenience - that's the universal appeal."

Pop culture historian Carlos Monsivais: “Taco Bell wants to take advantage of the perception that if something comes from the U.S., it tastes better, that a country that has been Americanized is willing to Americanize food that is central to its cuisine.

“It is an absurd idea, and given that it's so absurd, it may just be successful in upper-class areas,” Monsivais added.

Also from Taco Bell:

"Taco Bell is feeding the beat by keeping bands on the road, well fed and rocking their fans across America. The 2007 class of Feed the Beat was announced today, as 50 up-and-coming bands were named to receive $500 in free Fourthmeals – the late night meal between dinner and breakfast – no strings attached. An eclectic group of bands, found after a national audition, make up this year's roster."