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 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.