The Best Idea Yet: Episode 21 – Doritos Locos Tacos: The Cheesy Mashup That Saved Taco Bell

Released: March 4, 2025

Hosts: Nick Martell and Jack Crivici-Kramer

Introduction: Setting the Stage for a Fast Food Revolution

In this episode of The Best Idea Yet, hosts Nick Martell and Jack Crivici-Kramer delve deep into the creation and meteoric rise of Taco Bell's Doritos Locos Tacos (DLT), a collaboration that not only revitalized the fast-food giant but also set new standards in product innovation and marketing.

Nick Martell [01:11]: "Because today we're filling our faces with the spicy success story of Taco Bell's Doritos Locos Tacos."

Origins: Glen Bell’s Inspiration and the Birth of Taco Bell

The story begins in San Bernardino, California, around the 1950s, with Glen Bell, the founder of Taco Bell. Glen, inspired by the bustling success of the Mitla Cafe—a popular Mexican restaurant known for its hard-shell tacos—decides to introduce a similar concept to his own burger joint, which was struggling to compete with the burgeoning McDonald's franchise.

Jack Crivici-Kramer [06:21]: "This scene is taking place around 1950, and that Mexican restaurant is called the Mitla Cafe. You can Google maps it right now because it's still there today."

Glen Bell experiments with the hard-shell taco, eventually branding his new venture as Taco Bell in 1962. His focus on standardization, inspired by McDonald’s operational efficiency, allows Taco Bell to expand rapidly, reaching 100 franchises in just three years—a feat McDonald's took 19 years to achieve.

The Innovation Process: Overcoming Challenges in Creating the DLT

Fast forward to the early 2010s, Taco Bell faces declining fortunes due to increased competition from fast-casual restaurants like Chipotle and Qdoba, as well as internal setbacks such as a major taco shell recall in 2000 and an E. coli outbreak in 2006. Enter Greg Creed, Taco Bell’s CEO, who is determined to spearhead a transformative product innovation for the restaurant’s 50th anniversary.

Nick Martell [17:22]: "Greg is looking at Taco Bell's 50th anniversary coming up. It's the perfect opportunity to pull off another trademark turnaround that he's so good at."

Greg tasks Taco Bell’s innovation team, led by Steve Gomez, with reinventing the classic crunchy taco. After extensive brainstorming sessions and countless prototypes, Gomez's team stumbles upon a game-changing idea: a taco shell made from Doritos.

Nick Martell [23:12]: "On that post it note is a sketch of a taco with a line pointing toward the shelf. And at the other end of that line are three words in bold. Sharpie made from Doritos."

The development process is anything but smooth. The team faces numerous technical challenges, from ensuring the taco shell can withstand production without breaking to achieving an even Doritos seasoning coating. After two arduous years and over 40 prototypes, the Doritos Locos Taco is perfected.

Jack Crivici-Kramer [31:36]: "Steve Gomez and his team of food scientists made and tested over 40 different prototypes."

Marketing Strategy: Harnessing the Power of Social Media

Before its official launch, Taco Bell strategically introduces the DLT to a select group of superfans, generating organic buzz on emerging social media platforms like Instagram and Twitter. This grassroots excitement proves pivotal, as user-generated content and influencer endorsements rapidly amplify the taco's popularity.

Nick Martell [33:13]: "I’m about to try the new Doritos Locos taco from Taco Bell."

Jack Crivici-Kramer [33:16]: "About to eat my first Doritos Locos taco. I can't wait."

Taco Bell capitalizes on this momentum by scaling up production to meet soaring demand, ultimately hiring 15,000 additional staff members to handle the influx.

Jack Crivici-Kramer [37:20]: "Taco Bell sells over 1 million Doritos Locos tacos per day. Demand is so high they actually have to hire 15,000 extra staff just to keep up with DLT insanity."

This innovative use of social media set a precedent for future marketing campaigns in the fast-food industry, illustrating the immense potential of leveraging customer enthusiasm and viral content without relying solely on traditional advertising.

Impact: Transforming Taco Bell’s Fortunes

The Doritos Locos Taco becomes a monumental success, generating over a billion dollars in sales within two years of its launch. This not only solidifies Taco Bell’s position as a major player in the fast-food market but also exemplifies the effectiveness of strategic brand collaborations.

Nick Martell [42:30]: "Each party in a 50-50 collab does half the work, but both parties enjoy 100% of the benefits."

Jack Crivici-Kramer [42:48]: "Brand collaborations are financial trick shots."

By merging the beloved Doritos brand with Taco Bell’s signature taco, the DLT attracts a diverse customer base, converting Doritos enthusiasts into loyal Taco Bell patrons and vice versa.

Brand Collaborations: The Recipe for Success

The collaboration between Taco Bell and Doritos underscores the importance of selecting complementary brands that share overlapping yet distinct customer bases. This synergy not only enhances product appeal but also broadens market reach, driving substantial revenue growth for both brands.

Jack Crivici-Kramer [42:51]: "Brand collaborations are financial trick shots."

Nick Martell [42:54]: "Dorito fans, they became Taco Bell fans. Taco Bell fans, they became Dorito fanatics."

Conclusion: Lessons from the Doritos Locos Taco Phenomenon

The episode concludes with key takeaways highlighting the significance of collaborative innovation, the power of timing in product development, and the revolutionary impact of social media marketing. The Doritos Locos Taco stands as a testament to how a bold idea, when executed flawlessly, can redefine brand trajectories and set new industry benchmarks.

Nick Martell [41:40]: "My takeaway is that brand collaborations are financial trick shots."

Jack Crivici-Kramer [42:54]: "Apply the Bridget Jones principle to all your ideas. If you've never seen Bridget Jones's diary, the key here is to write down every idea you have, no matter how wacky or impossible it might seem."

Notable Quotes:

• Nick Martell [01:11]: “Because today we're filling our faces with the spicy success story of Taco Bell’s Doritos Locos Tacos.”
• Jack Crivici-Kramer [06:21]: “This scene is taking place around 1950, and that Mexican restaurant is called the Mitla Cafe. You can Google maps it right now because it's still there today.”
• Nick Martell [23:12]: “On that post it note is a sketch of a taco with a line pointing toward the shelf. And at the other end of that line are three words in bold. Sharpie made from Doritos.”
• Jack Crivici-Kramer [31:36]: “Steve Gomez and his team of food scientists made and tested over 40 different prototypes.”
• Nick Martell [37:20]: “Taco Bell sells over 1 million Doritos Locos tacos per day. Demand is so high they actually have to hire 15,000 extra staff just to keep up with DLT insanity.”
• Jack Crivici-Kramer [42:48]: “Brand collaborations are financial trick shots.”

Final Thoughts

The Doritos Locos Taco episode provides an in-depth look at how a simple yet innovative product idea, backed by strategic collaboration and savvy marketing, can transform a brand’s fortunes. By documenting the journey from Glen Bell’s initial inspiration to the eventual viral success of the DLT, The Best Idea Yet celebrates the ingenuity and risk-taking that drive product innovation in the competitive world of fast food.

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