Taco Bell recently opened its newest Cantina restaurant at 6741 Hollywood Boulevard, just east of McCadden Place. It is located on the ground floor of a historic, two-story building close to Ovation Hollywood shopping center. This new tenant will likely prove popular with hungry locals and tourists seeking a fast casual meal while strolling along the Walk of Fame.
A photograph of the Pickwick Book Shop, circa 1938. (Photo courtesy of Water and Power Associates)
The property at 6741 Hollywood Boulevard was constructed in 1917. The Spanish Colonial Revival building has Churrigueresque detailing on the upper story. The building was once the home of Pickwick Book Shop, which was founded by Russian immigrant Louis Epstein in 1938. The bookshop was named after Charles Dickens’ classic novel “The Pickwick Papers.” Many of Hollywood’s movie stars were said to have been frequent visitors. B. Dalton Bookseller, a subsidiary of Barnes & Noble, took over in 1968. The store was shuttered in 1995 due to declining sales.
The new Taco Bell Cantina is located on Hollywood Boulevard, just east of McCadden Place. (Photo by Steven Herrera)
The historic building features Churrigueresque ornamentation on the upper level. (Photo by Steven Herrera)
The Hollywood store is the first Taco Bell Cantina in Los Angeles County. The company announced the opening of its newest Cantina restaurant in a press release on February 16, 2023. “We’re excited to be part of LA history with the continued expansion of our Cantina concept,” said Mike Grams, Taco Bell President and Global COO.
The Taco Bell Cantina dining concept aims to compete in the growing fast casual restaurant space. Mark Reed is owner of C&R Restaurant Group, one of Taco Bell’s franchisees. “We’re continuing to push the boundaries and innovate for communities hungry for elevated dining experiences from quick-service restaurants they love, and our new Hollywood Cantina is poised to be a guest favorite,” he said.
The interior has an Art Deco vibe that harkens to the Golden Age of Hollywood. There are chandeliers, vintage style pictures, and posters promoting fictitious Taco Bell movies. Above the bar is an array of incandescent light bulbs and an illuminated marquee.
The Hollywood Cantina offers classic Taco Bell menu items, some exclusive options, and alcoholic drinks. (Photo by Steven Herrera)
The food menu includes favorites such as tacos, burritos, and Crunchwraps, as well as some exclusive options. The alcoholic drink menu features beer, wine, sangria, and Baja Blast slushies.
The ordering process has been modernized with digital kiosks, which replace traditional menu boards. The kiosks are designed to simplify the consumer’s experience, and in turn, free up the team member to focus on other aspects of the business. Customers can purchase Taco Bell merchandise from the “Taco Shop” while they wait for their food.
At the Hollywood Cantina, customers place orders through digital kiosks. (Photo by Steven Herrera)
After ordering, a guest can find a seat at the bar, on the opposing wall, or at the window that looks out onto Hollywood Boulevard. The restaurant is suitable for special events as it features DJ-ready connections and a large video display.
Taco Bell Cantina Hollywood offers a combination of old architecture and a modern dining experience. The classic building that once housed the legendary Pickwick Book Shop has been preserved for future generations to enjoy. The new tenant brings a source of tacos and libations to the palm-tree lined neighborhood.