The American fast food giant Taco Bell, which returned to London with two restaurants last year, has finally decided to introduce its best item: the Doritos Locos Taco, a hard shell (yes, made from Tangy Cheese Doritos), seasoned beef mince taco, shredded iceberg lettuce, and some actual cheddar cheese. It’s a masterwork of edible junk.
Which is why it’s a surprise it’s taken the better part of 18 months for the company to decide to introduce it to Londoners. The appetite is here. Indeed, the company says it has become “the most popular product in the Mexican-inspired brand’s 50-year history.”
Taco Bell cautions that “this hybrid of dreams won’t be available for long, so fans will need to get their hands on one from any Taco Bell in the UK quickly.” It seems it is being served to coincide with the imaginary National Taco Day, which is tomorrow, 4 October. The locos tacos will be served to all customers on a first come first served basis, the company says.
However, a Doritos Locos Tacos box is also already available at all U.K. Taco Bell restaurants, the company says. The limited edition treasure trove includes not just a Doritos Locos Tacos Supreme, but two regular tacos, cinnamon twists, and fries — all for a fiver. Eater has contacted Taco Bell
to better understand how long the box is in town.
Update: The box is available until the 10 October.
Taco Bell, in the cynical, multi-billion pound world of fast food, has been commended for its innovation and listening to customer-generated ideas. While it’s also been criticised for offering these very tacos to its American audience at the same time as not having the tech to sustain the interest it knew the stunt would generate.
Over to Pat O’Toole, senior marketing director, Away From Home Channel, (international markets?), who said: “Taco Bell fans have been salivating for its release in the U.K. since the Doritos Locos Tacos was launched in the US in 2012 and quickly became a global media phenomenon.
“Now it’s here by popular demand and we have no doubt that U.K. fans are going to love the amazing combination between two much-loved brands.”
Who knows: maybe it’s a pilot? Maybe they’re here for the long-term.