Yum!, the overly enthusiastic (and certainly overly optimistic) company that owns Taco Bell, Pizza Hut, and KFC has decided to diversify its offerings by also taking a stab at banh mi sandwiches. The Vietnamese cuisine traditionally consists of a French baguette, meat, and pickled vegetables, but—as Yum! so often does—it’s also introduced the all-consuming feeling of disappointment synonymous with its other brands with the launch of a Banh Shop in Dallas.
This isn’t the only new venture of Yum! of late, as it’s also taken a stab at competing with Chick-Fil-A with a Super Chix in Arlington, Texas, and as we noted recently, it launched the “upscale Taco Bell,” U.S. Taco Co. and Urban Taproom in California. There’s been no word about the quality of Banh Shop’s offerings so far, but these various attempts to distance Yum!’s brands from the drunk-food messaging of Taco Bell’s “FourthMeal” suggest that, if it fails, the parent company may just go full-tilt and embrace the void with a “You’re never not drunk” tagline later this year.