Taco Bell Is Opening A Taco Bell-Themed Hotel Unlisted Video

Taco Bell is opening a hotel.

On Thursday, the fast-food chain announced that reservations for The Bell: A Taco Bell Hotel and Resort in Palm Springs, California will open on Friday, June 21.

The hotel has more than 70 rooms, with costs starting at $169 per night.

Reservations will be granted on a first-come, first-serve basis.

Taco Bell said the hotel would be fully Taco Bell-themed, with new menu items, a gift shop, and a nail-art, fades, and braid bar inspired by the chain.

And executives want to be clear: This isn't a stunt, but part of Taco Bell's wider strategy of moving the brand beyond the traditional fast-food experience.