D-Day at Taco Bell: Doritos Locos Tacos drop

ABOVE: A Doritos Locos Taco at Taco Bell.

The lure of a taco wrapped in a giant Dorito was too hard to resist. Being a Bay Area native, I am a taco snob, but I will admit to occasionally, perhaps drunkenly, consuming a Taco Supreme. I am not proud of this.

So today — after test marketing the Doritos Locos Tacos in the culinary wonderlands of Bakersfield and Fresno — the neon orange monstrosity is available nationwide.

Apparently, it’s catching on down there:

Taco Bell said one out of every three purchases at those stores included Doritos Locos Tacos — about twice the typical number of purchases of a test product.

“It’s kind of like the brand has its mojo back,” said Brian Niccol, Taco Bell’s chief marketing and innovation officer who declined to give details on the company’s deal with PepsiCo Inc.’s Frito-Lay snack unit, which makes Doritos. “We’re doing what we really do best, which is first innovation.” (Associated Press)

Congratulations Taco Bell, you have innovated a mediocre fast food into a saltier, weirder mediocre fast food.

While it lives up to its billing, chiefly that is tastes like what you’d imagine a Doritos taco would taste like, this isn’t necessarily an improvement and the result is an unappealing dry texture that leaves you reaching for your Pepsi-branded beverage of choice.

“It’s salty as f—. I bet they will sell, like, a f—ing lot of these,” said one customer at a Connecticut Taco Bell Thursday, likely echoing the sentiments of everybody else in the room.

Final judgement will be reserved when the restaurant chain releases the Cool Ranch version of the taco, which is arguably a slightly better sounding  idea.

Chris Preovolos