Taco Bell’s brand proves its mettle as its pop up hotel sells out its five night stay in two minutes. But can its strong brand deliver success in the long run if it seeks permanent property?

Taco Bell’s pop up hotel in Palm Springs was completely booked in two minutes, according to CNBC, which should bode well for the company’s experiment in lodging. “The Bell” features 70 rooms open from 8-Aug-2019 to 12-Aug-2019, with prices starting at USD169 per night.

“From check-in to check-out, The Bell: A Taco Bell Hotel and Resort reimagines what a hotel stay can be, unveiling a destination inspired by tacos and fuelled by fans,” Taco Bell explained in a statement. “Everything from guest rooms to breakfast and poolside cocktails will be infused with a Taco Bell twist, making this the flavour-filled getaway of 2019″.

The Thrillest is reporting that guests will have an opportunity to sip a “Baja Blast” at the pool or opt to sunbathe on a Hot Sue packet pool float.

At least some of the inspiration for the hotel stemmed from the company hosting weddings at the Taco Bell Las Vegas Cantina, Business Insider reported. The publication stated Taco Bell began hosting weddings in Las Vegas during 2017 and more than 165 couples have gotten married at the location.

It remains to be seen if Taco Bell has ambitions to make a long term commitment to the hotel business, but company executives told Business Insider that the company would never say never to a full time Taco Bell themed hotel.

“The Bell stands to be the biggest expression of the Taco Bell lifestyle to date. It will be fun, colourful, flavorful and filled with more than what our fans might expect,” said Taco Bell’s Chief Global Brand Officer Marisa Thalberg. “Also, just like some of our most sought-after food innovation, this hotel brings something entirely new for lucky fans to experience and enjoy.”

While not a real experiment, but simply a public relations exercise taking over the V Palm Springs hotel for the extended weekend period in August could give the fast-food chain the appetite for more. It is not unusual for such business to establish such marketing campaigns to set themselves itself apart in the crowded marketplace. This example has certainly created a buzz around the brand, especially on social media channels.

While it works for a weekend, can dining on a variety of tacos, burritos, and other cheesy items throughout the day be a sustainable accommodation option despite the strength of the brand?