Tag Archives: tacos locos

Corporate mismanagement cost the world 2 decades of tasty tacos

Alexis Madrigal over at The Atlantic with a shocking revelation about the Taco Bell Doritos Tacos Locos:

Recall that part of the narrative of the taco is that no one had ever thought of it before. That’s what made it so exciting. It was a breakthrough! A startlingly original idea! Mind-blowing!

But what if Taco Bell people had thought of Dorito taco shells before? What if they, like almost anyone who has ever had a bag of Doritos or a crunchy taco, had considered the possibility of uniting these two faux-Mexican treats?

That is exactly what happened, says David Peterman, who was the vice president of new concept operations at Taco Bell in the early 1990s, during the days of the Taco Bell chihuahua.

I’m on the record as somewhat disgusted by Taco Bell’s approach to “food ingredients”, but to withhold this innovation from the market for 20 years is a fast food travesty.