[Taco Bell chief executive officer Greg] Creed outlined an aggressive game plan for 2012 built around what he referred to as a breakthrough product designed to reinvent the taco. That product has been revealed as the Doritos Locos Taco, which through a partnership with Frito-Lay was developed as a taco in a shell made from Nacho Cheese Doritos.
Other menu upgrades for the future include a Chef’s Signature lineup of upgraded tacos and other menu items, as well as the reformulation of several key ingredients, from the beans and pico de gallo to marinades and seasonings for proteins.
Creed also confirmed that the brand’s breakfast platform, called First Meal, would roll out to 800 locations in the West in early 2012. Taco Bell also has plans to refranchise about 400 locations over the next two years, taking its percentage of company-owned units from 23 percent to about 16 percent by 2013.
Everything is happening so fast. I feel like for the first time I can see and feel and hear the world spinning on its axis and hurtling through space, and I just want to grab onto something rooted and squeeze it tight and stop everything from moving for one damn second. But there’s nothing rooted! All of the matter in the universe is flying, whirling, scattering, throttling through space, diffusing into the great inconceivable darkness beyond.
Doritos Locos Taco!
What a terrifying and beautiful existence.