Local officials and business leaders say the planned opening of a Taco Bell Cantina in downtown Santa Monica reflects a pragmatic pivot in how the city thinks about filling its empty storefronts.
The comments come as Taco Bell Cantina has filed for commercial building permits to open at 318 Santa Monica Blvd. Permit filings show the project would convert 1,510 square feet of existing office space into a restaurant and bar with a mezzanine level, valued at nearly $400,000.
The Cantina format occupies street-level storefronts in high-foot-traffic urban corridors and serves beer, wine and frozen cocktails alongside tapas-style appetizers not available at standard locations. Roughly 60 Cantinas operate nationwide, with the Las Vegas Strip flagship generating nearly four times the average Taco Bell's volume.
The filing comes as downtown Santa Monica's regulatory landscape has undergone a dramatic reversal. The city first restricted chain restaurants downtown in 1988, and the City Council unanimously banned chains with more than 100 domestic locations from the Third Street Promenade in 2018, later raising that threshold to 150. Pandemic-driven vacancies prompted a reversal — the council suspended the ban in March 2023 and in August 2025 made its elimination permanent. Promenade occupancy currently stands at 76%.
Louisiana-based Raising Cane's has also announced plans to open its first Santa Monica location this summer at 1401 Third Street Promenade, just a few feet from the Cantina.
Taco Bell is displacing an existing restaurant but Raising Cane’s is occupying an empty unit. Officials largely agreed that quick-service dining is a practical tool for reducing vacancies and broadening the Promenade's appeal, though they framed it differently.
The city said it has "been actively reducing barriers for restaurants and other businesses of all types and sizes," adding that Santa Monica is now "embracing greater flexibility to attract a diverse mix of offerings ranging from quick, convenient dining options to unique retail and experiential destinations."
Downtown Santa Monica Inc. Communications Director Sydney Kovach echoed that framing, calling fast food a "quick, practical, affordable supporting role in revitalization" that increases foot traffic and activates storefronts, while cautioning that balance with higher-end uses remains important.
Zernitskaya was more direct, saying the loosening of restrictions is "more about providing more options for visitors at different price points, as well as providing more opportunities to reduce the number of empty storefronts."
Santa Monica Travel & Tourism CEO Misti Kerns tied the shift to the city's upcoming global spotlight, saying that with the FIFA World Cup 2026 and LA28 Olympic and Paralympic Games on the horizon, "having a range of dining experiences that can accommodate high volumes while offering what consumers are looking for with efficiency is essential to a strong visitor experience."
The popular chains are moving into Santa Monica as the city tries to establish itself as a destination and restart its hospitality economic engine.
"Today's traveler values choice, convenience, and authenticity across every price point," Kerns said, adding that quick-service concepts "can complement Santa Monica's existing culinary landscape rather than define it."
The city struck a similar note, saying a diverse dining mix "is an important part of attracting a broad range of visitors" and pointing to demand for "easy, grab-and-go options" during community events and Entertainment Zone activations.
Kovach said a "balanced mix of storefront types is essential" and that fast food helps "drive consistent foot traffic throughout the day and evening," while also serving as a near-term vacancy fix.
Zernitskaya offered the most expansive definition of the target visitor.
“We need to create an atmosphere on the promenade and throughout the City that draws visitors from across our region,” she said. “I believe we should be working towards making Santa Monica a place where people feel welcome and have an enjoyable experience. I see the opening of new businesses on the promenade as a good thing and fast food/fast casual restaurants are a helpful & more affordable option to have for folks visiting our downtown.”
Officials said the city’s u-turn on fast food locations downtown was a practical decision given economic and cultural shifts.
The city said the return of fast food "reflects how both the city and the broader food industry are evolving" and signals "a more flexible, adaptive approach to economic vitality."
Kovach was the most candid about the trade-off, calling the move "a pragmatic step to support leasing and activate storefronts" while stressing the need to "maintain a balanced, diverse tenant mix that supports long-term economic strength."
Zernitskaya acknowledged the historical context directly.
The Promenade has gone through multiple cycles of reinvention and revival, and allowing more fast food/fast casual restaurants shows that we’re learning from past experiences and listening to residents & visitors who have been asking for more affordable options for eateries on the Promenade and in DTSM.
Despite the recent additions, Downtown is still struggling with high vacancies and high-profile departures such as the Misfit restaurant closing and the loss of Anthropologie. Officials said they are focused on trying to build a diverse and stable retail environment.
Zernitskaya laid out an aspirational vision.
“I can’t speak for the vision of the Council as a whole, but my vision would be for a Promenade and Downtown that has a broad variety of traditional retail, experiential retail, activities, restaurants, nightlife, pop-up businesses, and attractions that will draw all kinds of visitors across different age ranges and income levels,” she said. “I would love to see the Promenade and Downtown as a whole become more of a ‘third place’ where people are excited to go because they know there’s always something fun going on and they want to be part of it.”
The city described a destination "centered on safe, engaging experiences for people of all ages," invoking a farmers market, author talks at local bookstores, live music and shared meals as the texture of that experience.
Kovach pointed to specific near-term additions as proof of concept, citing the upcoming openings of HQ Gastropub, Raising Cane's and a Teenage Mutant Ninja Turtles-themed pizzeria, as well as the Arte Museum, an immersive experience venue slated to open later this year. She also noted that city policies — including waived wastewater capacity fees and reduced outdoor dining fees — have lowered startup costs for new restaurants.
“The vision is to cultivate a balanced, experience-driven mix that strengthens Downtown Santa Monica’s long-term vitality. While there is clear opportunity for new retail investment, the greatest growth potential lies in dining, experiential, and lifestyle-oriented uses that encourage visitors to spend more time downtown,” she said.