It’s a familiar scene: the lights dim, the final note fades, and crowds spill into the streets still buzzing from the music. But the night’s energy has nowhere to go. In city after city, kitchen lights flicker off and “Closed” signs replace “Open” ones just as the encore ends. For fans craving one more song, and something to eat, the night too often stops short.
“At Taco Bell, we believe fans should not have to choose between tacos and tunes– and that’s how Encore Hours™ was born. By extending our opening times, we’re making sure fans can enjoy the encore of their gig and not miss out on grabbing a bite afterwards,” said Amy Durini, Taco Bell International Chief Marketing & Strategy Officer.
It’s true... in cities across the world, restaurants often close their doors as early as 10 p.m., leaving music lovers with the familiar dilemma of either missing their favorite artists' Encore performance or grabbing a bite to eat before heading home. Encore Hours was created to fans no longer have to choose; a program designed to keep the night going long after the stage lights fade.
Encore Hours posters for London (left) and Sydney (right)
After the initial launch in London in 2024, Encore Hours took Taco Bell’s late-night spirit global, celebrating tacos after midnights. The success of the its debut led to a 2025 expansion down under in Sydney, where fans embraced the idea of “kicking on” and choosing Taco Bell as the place to “dine the night away.”
As the program continued its expansion across regions and dialects, the team learned from consumers the French origins of Encore didn’t seamlessly translate in Spanish markets, but the idea of an after-party celebration resonated , and music itself remains truly a global language. From there, Encore Hours took on a new identity for Spanish speaking audiences and was introduced as After Hours during the program’s launches in Puerto Rico & Spain.
After Hours posters for Madrid (left) and Puerto Rico (right)
Bringing the program to life meant more than keeping lights on a little longer. Because most Taco Bell international restaurants operate through local franchisees, the brand worked hand-in-hand with its partners to transform select locations into true late-night destinations, complete with new operational rhythms, community-specific promotions, and the unmistakable glow of neon.
From limited edition merch giveaways to craveable taco promotions and live music that keeps the energy going, every Encore Hours and After Hours activation around the world shares the same three essentials: good food, great vibes, and that unmistakable purple glow lighting up the night. Take a look below at what we’ve done so far.
UK: To celebrate in the UK, the first 50 taco orders on opening night received a limited-edition Taco Bell Encore Hours t-shirt to add to their merch collection. In addition, the first 500 customers each night enjoyed an exclusive Encore Hours promotion, receiving a free Crunchy Taco with their order.
Australia: Taco Bell gave out one free Taco Supreme per person after 10 p.m. each night, no purchase necessary. Fans enjoyed their choice of seasoned ground beef, black beans or chicken in their free Taco Supreme, up to a $3.95 value. Additionally, the first 50 fans to visit during Encore Hours each night scored a limited-edition Encore Hours t-shirt as well!
Spain: Madrid lit up with the launch of After Hours, as Taco Bell restaurants across the city stayed open until at least 1 a.m., serving 1€ tacos all weekend long, with Taco Bell Goya hosting a special late-night celebration that kept the party alive well past the encore.
Puerto Rico: The Taco Bell in Plazoleta del Condado became the ultimate late-night destination as fans came together for 59¢ tacos, exclusive merch, and an electric atmosphere powered by a live DJ spinning until 3 a.m. Six additional restaurants across the San Juan metro area extended their drive-thru hours to keep the celebration going until midnight.
Canada: Encore Hours made its Canadian debut in downtown Vancouver, where the Granville Street Taco Bell kept the lights on until 4 a.m. during Frosh Week. Students and night owls lined up after concerts and nights out, scoring limited-edition hoodies, late-night tacos, and exclusive deals after midnight.
“Taco Bell has always embraced culture and connected with fans where they are, as we’re dedicated to supporting music fans worldwide. By extending our opening times for key cultural moments, we’re ensuring fans can savor every encore without missing out on their favorite tacos afterwards,” said Amy Durini. Encore Hours is more than just a late-night idea; it’s a cultural rhythm that keeps growing louder. What began as a simple way to let fans have their tacos and artists’ encores has evolved into a global movement that’s only picking up speed. The late-night lights are staying on, the music is still playing, and the story of Encore Hours is just getting started.
Because after all, the best nights never end when the concert does. Sometimes, they’re only just the beginning.
Stay tuned to see which country Encore Hours heads to next!