What could be more classic Americana than a drive-thru restaurant? How about one shaped like a donut? Or a drive-in diner where burgers are delivered to your car by servers on roller skates?

Taco Bell is building hype around its return to the Super Bowl following a three-year hiatus with the Live Más Drive-Thru Cams. The camera stations, which are equipped with bright neon signage, could ...