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Taco Bell introduces the Doritos Locos Tacos

The Mexican-inspired chain restaurant launches a reinvention of its popular crunchy tacos.

by Crystal NguonlyPublished: March 12, 2012 12:15 PM

Irvine-based Taco Bell has dished out yet another item on its menu, the Doritos Locos Tacos. In a partnership with Frito-Lay North America brand, the Doritos Locos Tacos is a reinvention of the fast food chain’s signature crunchy taco that features a taco shell made of Nacho Cheese Doritos filled with beef, lettuce and cheddar cheese.

As one of Taco Bell’s most popular menu items, the Doritos Locos Tacos will retail for $1.29 and the Doritos Locos Tacos Supreme for $1.69. In addition, the Doritos Locos Taco Big Box Meal includes the Doritos Locos Tacos Supreme, a Burrito Supreme, and a Crunchy Taco with a medium drink.

Prior to its initial launch, the Doritos Locos Tacos was tested for one year in Bakersfield, Fresno and Toledo, Ohio and has already created a buzz with fans of the new item.

Taco Bell Corp. CEO, Greg Creed, says founder Glen Bell has always paid attention to consumer satisfaction and what they want to see.

“Glen Bell always listened to the consumer and was an explorer in the industry in terms of helping shape Taco Bell around what the fans wanted. Even before the official launch, the fans have spoken, shouting their love online,” says Creed.

In an effort to promote the newly reinvented menu item, a huge marketing strategy implementing television, print and online advertising as well as digital and social media outlets has been implemented.

Fans and consumers will be able to share their love for Doritos Locos Tacos via Facebook and Twitter. From March 12 to May 6, any tweets featuring the hashtag #DoritosLocosTacos will be broadcasted on digital billboards in New York City’s Time Square and Los Angeles’ Sunset Boulevard.

A new television ad that will feature the Doritos Locos Tacos is also pushing the “Live Mas” slogan, encouraging “exploration and discovery beyond food.”

Expanding on one of its biggest marketing strategies in the company’s history, Taco Bell will also host the Feed the Beat Concert Series in Austin, TX, from March 13 through March 17, featuring more than 50 musical artists and an opportunity to sample the new Doritos Locos Tacos.  

The Doritos Locos Tacos is currently offered in Nacho Cheese flavor, but the company plans to introduce a Cool Ranch taco shell in the fall.


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