Taco Bell’s latest strategy to promote its breakfast business involves drag queens.
The Mexican fast-food chain on Monday announced its “Drag Brunch Tour,” a drag show featuring drag kings and queens that will take place at five of its “Cantina” locations across the country starting on May 1.
The “Drag Brunch Tour” will feature “fabulous drag performer and taco extraordinaire,” Kay Sedia,” and will feature performances from local drag kings and queens. The company also promises an immersive experience for customers who attend the events, which start May 1 in Las Vegas.
The Taco Bell Drag Brunch Tour is designed to celebrate the LGBTQIA+ community and to create safe and welcoming spaces. The Taco Bell Foundation is supporting the It Gets Better Project with a grant to expand workforce readiness resources for LGBTQIA+ youth around the globe. And each brunch event will spotlight the project and feature information on how they can get involved.
“We understand the importance of creating safe spaces for the LGBTQIA+ community and are thrilled to provide a unique experience that spotlights and celebrates the wonderful art form of drag and its influence in culture with their chosen families,” Sean Tresvant, global chief brand officer at Taco Bell, said in a statement.
The event was conceived by Live Más Pride, Taco Bell’s LGBTQIA+ employee resource group, he said. That group was started in 2020 and is made up of more than 100 members whose goal is to create opportunities that elevate the voices, stories and experiences of its community.
The Drag Brunch Tour is for people 18 and over. Reservations are available exclusively through OpenTable, while “Fire Tier” members of the Taco Bell Rewards program will get early access to the reservations April 26. “Fire Tier” members are the most loyal members of the program.
The Drag Brunch will then move to Chicago on May 22, Nashville May 29, New York June 12 and Fort Lauderdale June 26. In addition to Taco Bell breakfast, the event will feature mimosas.
Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.