500 stores isn't really "scale," that's only about 6% of their locations.
To be honest, if LLMs are good at anything, this is the exact kind of thing they are good at. It really isn't dumb that Taco Bell tried this.
I could also imagine how great it could potentially be for people to be able to view the menu and/or order in any language.
I think long ago I actually read an article posted to HN that essentially argued that most businesses don't take enough risks and that frequent risk-taking is statistically advantageous.