Taco Bell launches ‘After Hours’ nightlife experience in Puerto Rico
Taco Bell is launching its global “After Hours” nightlife concept in Puerto Rico this weekend, marking the brand’s first activation of the series in Latin America. From July 11–13, the company will extend late-night hours and host live entertainment at several metro-area locations, beginning with a flagship event at the Plazoleta del Condado in Santurce.
The Condado restaurant will remain open until 3 a.m. during the three-day event, featuring DJ sets, live broadcasts, giveaways and 59-cent crunchy tacos starting at 10 p.m. The first 50 guests each night will receive limited-edition t-shirts.
Other participating Taco Bell locations offering the 59-cent tacos through the drive-thru include Monte Hiedra, Santa María, Trujillo Alto, Escorial, Colobos, and Caguas Centro.
To mark the launch, local station El Mega Reguero will broadcast live from the Condado site on Friday afternoon, followed by performances from DJ Nikku and artists affiliated with La Nueva 94.
Company officials described the effort as part of a broader strategy to transform Taco Bell into a lifestyle brand rooted in nightlife and cultural experiences.
“Taco Bell Puerto Rico is proud to be the first in Latin America to bring ‘After Hours’ to life,” said Humberto Rovira, CEO of Encanto Restaurants, which manages the chain on the island.
The series builds on Taco Bell’s “Feed the Beat” initiative, which launched in Latin America earlier this year and has promoted Puerto Rican artists including Carlián, Caleb Calloway and Chesca.
