Taco Bell CMO Reveals Why Gen Z Is Flocking to the Brand's Retirement Community 

Taylor Montgomery sets sights on reaching younger audiences and changing its late-night reputation

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.

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Brittaney Kiefer

Brittaney is Adweek's creative editor based in London.