What started as a novelty has become a full-fledged phenomenon. The unholy mash-up of Taco Bell and Doritos known as the Doritos Locos Taco is a legitmate hit, maybe the biggest hit in Taco Bell’s history, and it only seems to be growing in popularity. In 2012, Taco Bell sold 375 million Doritos Locos Tacos; that’s over 1 million tacos a day! And given the response to the Cool Ranch Doritos Locos Taco, that number’s only expected to grow. According to Taco Bell, the Doritos Locos Taco is responsible for adding 15,000 jobs last year.
“It has been the biggest launch in Taco Bell history,” said Taco Bell CEO Greg Creed during an interview with the Daily Beast. ”Last year, we added 15,000 people to handle the growth. We believe we can add 2,000 new restaurants in the next 10 years, because what we have is proprietary and exclusive. Nobody else can make a Cool Ranch Doritos taco. And that’s just in the U.S.”
Innovation is really important in the crowded fast food world, and the exclusive arrangement with Doritos has proven to be a boon to both brands. I’ve finally gotten around to trying one of the Doritos tacos, and I have to admit that it’s pretty good for mystery meat. It’s not something I’d eat every day, but I’m also not a stoner, so take that for what it’s worth. I’d like to see Taco Bell take on more obscure flavors of Dorito in the future. Perhaps an unholy Late Night Taco shell for a late night taco?
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