Tuesday, September 2, 2014
Inquirer Daily News

Can Doritos Locos Tacos save America?

In the beginning, man made fire.

Can Doritos Locos Tacos save America?

In the beginning, man made fire.

Then there was written language, the wheel, a polio vaccine, and, finally, Doritos Locos Tacos.

Now, a year after the world was introduced to Taco Bell's infamous combination snack, The Daily Beast wants to know if Doritos Locos Tacos are powerful enough to save America.

Taco Bell is selling a million of them a day. The company had to hire 15,000 new employees to meet the additional demand. The company's CEO, Greg Creed, says that Doritos Locos Tacos came about as Taco Bell tried to focus on what it already had going for it: the support of young bros.

Creed says the Locos Tacos strategy is meant to cater to the chain’s base, young people (men mostly) who regard cheap fast food as fuel. But the company is simultaneously trying to be “better and more relevant.” Better means giving existing power users—young dudes, essentially—more reason to come in. And the company’s website, with its videos and social-media feeds, is clearly designed to appeal to a younger demographic.

Creed also dishes to The Daily Beast about why Taco Bell hasn't expanded globally, but was able to outpace other fast food chains (even McDonald's) thanks to Doritos Locos Tacos. He discusses Obamacare, worker productivity, and Europe's horsemeat scandal.

But since the supply chains in Europe and U.S. are separate, the frat boys in Boulder, Colorado pounding a half-dozen Cool Ranch Dorito Locos Tacos should have nothing to fear. [The Daily Beast]

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