Drive-thru review: Doritos Locos Tacos get fiery

By: Ken Hoffman King Features Syndicate
September 2, 2013
0
photo - FILE - This undated image provided by Taco Bell shows an advertisement for Doritos Locos Tacos shells. Taco Bell has put the spice back in its U.S. sales after a nearly yearlong slump stemming from a short-lived lawsuit that created a stir. The Mexican-style chain saw its revenue at U.S. restaurants open at least a year rise 6 percent in the first quarter. And its parent company, Yum Brands Inc., is predicting more robust sales in the second quarter. Yum Chief Financial Officer Rick Carucci on Thursday, April 19, 2012 predicted sales growth in the high single digits or low double digits. He said the chain is rebounding thanks to a successful launch of its tacos that use shells made out of Nacho Cheese Doritos. The chain suffered a sales slump in the months after a now-dropped lawsuit last year questioned the beef content of its tacos and burrito filling. (AP Photo/Taco Bell)
FILE - This undated image provided by Taco Bell shows an advertisement for Doritos Locos Tacos shells. Taco Bell has put the spice back in its U.S. sales after a nearly yearlong slump stemming from a short-lived lawsuit that created a stir. The Mexican-style chain saw its revenue at U.S. restaurants open at least a year rise 6 percent in the first quarter. And its parent company, Yum Brands Inc., is predicting more robust sales in the second quarter. Yum Chief Financial Officer Rick Carucci on Thursday, April 19, 2012 predicted sales growth in the high single digits or low double digits. He said the chain is rebounding thanks to a successful launch of its tacos that use shells made out of Nacho Cheese Doritos. The chain suffered a sales slump in the months after a now-dropped lawsuit last year questioned the beef content of its tacos and burrito filling. (AP Photo/Taco Bell) 

The Fiery Doritos Locos Taco Supreme is the latest extension of the money-printing Doritos Locos Taco franchise at Taco Bell.

Fiery Doritos Locos Tacos, with a deep-red shell laced with spicy chili and a hint of lime, follow in the golden footsteps of Nacho Cheese Doritos Locos Tacos and Cool Ranch Doritos Locos Tacos - the most successful product launch in Taco Bell's history. Whoever thought up making taco shells from crushed Doritos chips, well, give that mad scientist in research and development a big, fat raise. Maybe even a piece of ownership. That's how wildly popular Doritos tacos are.

Since March 2012, the Bell has pushed more than 600 million Doritos tacos over the counter and through the drive-thru window. Nacho Cheese and Cool Ranch were easy first choices - Nacho Cheese is the best-selling variety of Doritos chips, and Cool Ranch was the customers' top pick in the suggestion box.

Now come the Fiery Doritos. One difference off the bat: While Nacho Cheese and Cool Ranch are favorite Doritos chips, there is no such thing as Fiery Doritos chips. Taco Bell, with the advice and consent of Doritos, took a limited-edition regional flavor of Doritos, called Flamas, and created Fiery Doritos Locos Tacos. "Fiery" works better on a national level.

Here's the Fiery Doritos Locos Tacos Supreme blueprint: a spicy red taco shell stuffed with seasoned ground beef, reduced-fat sour cream, shredded lettuce, cheddar cheese and diced tomatoes.

There is a stripped-down, regular Fiery Doritos Locos Taco - hold the sour cream and tomatoes - for $1.39. It's got 170 calories and 10 fat grams.

Taco Bell's slogan is "Live mas!" I would have liked to see mas ground beef in my taco. But overall, I got $1.69 fair market value of typical Taco Bell fare, with a bonus spicy kick. Two of these tacos held me easy until dinner.

Fiery Doritos Locos Tacos are a no-brainer. They're going to fritz out the cash register, just like their two predecessors. Fiery tacos will hit a bull's-eye with Taco Bell's target demo: young men with a young man's appetite for inexpensive, spicy food that's available late at night.

One warning: Your fingers will be covered with red dust - you know, like Cheetos turn your fingers orange. Not recommended for cat burglars or unlicensed masseuses.

If you think this is the end of the Taco Bell-Doritos marriage, forget it. There are more than 100 different flavors of Doritos chips around the world. In the immortal words of that overworked wedding song, we've only just begun.

Drive-thru review: Doritos Locos Tacos get fiery

By: Ken Hoffman King Features Syndicate
Published: September 2, 2013

The Fiery Doritos Locos Taco Supreme is the latest extension of the money-printing Doritos Locos Taco franchise at Taco Bell. Fiery Doritos Locos Tacos, with a deep-red shell laced with spicy chili and a hint of lime, follow in the golden footsteps of Nacho Cheese Doritos Locos Tacos and Cool...

You've reached your 4 FREE premium stories for this 30 day period*

Already have an account? Login

*A 30 day rolling period starts the day you first visit the site.