Taco Bell Unveils the Cantinas Retirement Community

Taco Bell is giving the public their first look into "The Cantinas," the brand's latest marketing effort featuring a weekend getaway to an early retirement community for the old at heart. 

Made together with PR agency Edelman and built around the new generation's definition of "Live Mas," the fast-food giant's initiative will include an itinerary that gives off ultimate retiree vibes.

Guests will start their day with a Pickleball Dink & Drink session at 10 in the morning before having lunch.

After their meal, they can partake in the Cantinas Crochet Club activities, have an afternoon nap, or lounge by the pool before having an early dinner. 

To cap the night off, guests have the choice to participate in a 7 p.m. Bingo BellGrande before bedtime. 

They can also enjoy other activities, including jewelry making, golf and croquet, and shopping in an exclusive vintage market experience. 

"The Cantinas" takes place from August 17 to 18 in San Diego.

Tickets for the event retail for a weekend package deal of $150 or a $50 per day access.

Taco Bell Introduces Cantinas Board of Directors

Apart from the old-at-heart festivities, the taco joint introduced its official Cantinas Board of Directors who will lead the weekend's activities and bring on good energy for the community, including:

• The TikTok-famous ensemble "Retirement House," who will be hosting the Bingo Bellgrande
• TikTok influencer Joey Zauzig, who will be hosting the pickleball tournament
• American comedian Terri Joe (also known as Psyiconic), who will guide guests through the Walking Club courses

The "Retirement House" crew shares their thoughts on taking part in Taco Bell's initiative and "rewriting the script for life beyond retirement" in a joint statement:

"The six of us are living proof that, like a fine wine, life can get better with age. Retirement is anything but boring, it's an opportunity to spend quality time with your loved ones and play every day."

"Excuse us as we live our best lives as the Slow Roasted Seniors on the Cantinas Board of Directors and show a new generation how to sit back, relax, and enjoy the good life with their best friends," they added.

 

 

 

 

 

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Taco Bell U.S. CMO Taylor Montgomery spoke more about the campaign and how there's a common misconception that "retirement unlocks the life you've been waiting for." 

While this may ring true for some, Montgomery reiterates that you shouldn't have to wait until you're 55 to live the lifestyle you crave. 

True enough, activities that were once deemed sports for olidies have now become big hits among the newer generations. 

According to Forrester, 19% of Gen Z online adults and 15% of Millennials have picked up the sport of pickleball, compared to 12% of Gen X and 7% of Boomers.

Taco Bell saw the opportunity and seized it to cater to the growing demographic, making "The Cantinas" a great initiative and an even greater brand marketing strategy by teaming up with renowned influencers.

It not only enhances the quality of customer engagement through in-person brand interactions but also builds trust with the target audience.

Previously, the fast-food giant partnered with LeBron James and Jason Sudeikis to tout "Taco Twosday."

Editing by Katherine 'Makkie' Maclang