Popularity of Doritos Locos allows Taco Bell to add 15,000 jobs
The fast-food chain sold around 1 million Doritos Locos tacos a day last year.
Thu, Mar 14 2013 at 10:58 AM
Photo: Taco Bell
What weighs four ounces, stains your fingers an indelible vivid orange color, and has given a surprising boost to the economy? Confirming the adage that the world works in mysterious ways, the answer is the Doritos Locos taco from Taco Bell.
With 200 calories, 4.5 grams of fat, and a flavor combination that has millions of fast-food eaters craving more, the Tex-Mex brainstorm is basically a Taco Supreme wrapped in a shell formed from Nacho Cheese Doritos. Introduced in March 2012, the chain sold more than 375 million of the Doritos Locos tacos during the year, which equals a whopping 1 million sold per day.
Aside from taming the hunger of teen boys everywhere, the new menu item was largely responsible for the company’s growth last year; the chain’s sales not only surpassed KFC and Pizza Hut, but also McDonald’s.
“It has been the biggest launch in Taco Bell history,” Greg Creed, chief executive officer of Taco Bell told The Daily Beast. “Last year, we added 15,000 people to handle the growth.”
“We believe we can add 2,000 new restaurants in the next 10 years, because what we have is proprietary and exclusive. Nobody else can make a Doritos taco. And that’s just in the U.S.,” he added.
Hoping to build on the momentum, this month the company launched Cool Ranch Doritos Locos tacos. And although the lack of fluorescent artificial colors won’t leave the same enduring hue on your hands, the new creation may just lead to the addition of even more jobs.
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