For one weekend in August, a group of people craving rejuvenation will go on a retreat with a twist. After playing pickleball and crocheting, they can attend a sound bath and zen out as sound waves usher them into deep states of relaxation.
That sound they hear as they meditate? It’s the signature bong of Taco Bell.
The QSR brand is embracing the slow life at its weekend getaway called The Cantinas, which takes place Aug. 17-18 in San Diego, Calif. With shades of The Villages, a Florida community for senior citizens that is renowned both for its vast size and extensive activity schedule, The Cantinas is a destination “where everyone can live like a retiree, regardless of age,” according to the brand.
Besides the sound bath session and pickleball, an array of activities will be on the menu at Taco Bell’s early retirement community, from aerobics and tennis to knitting lessons and painting classes. You can crochet your own Taco Bell potholder, play a few rounds of golf, play bingo and enjoy an early bird dinner before turning in by 8 p.m.
The event is only open to Taco Bell rewards members, but influencers such as Terri Joe and a group of senior TikTokers called Retirement House will also be present.
When Taco Bell announced The Cantinas in July, both the regular tickets and waitlist for weekend passes sold out in under three minutes, according to CMO Taylor Montgomery.
The demand showed that Taco Bell had struck a chord far beyond older retirees who are typically associated with such leisure activities. In fact, “our muse for The Cantinas was Gen Z,” Montgomery told ADWEEK.
Both The Cantinas and other recent marketing are part of Taco Bell’s efforts to broaden its image beyond being a late-night destination and reach younger audiences.
