Well, the report is what you might have guessed: co-branding Taco Bell with Doritos was a defining confluence of Beloved American Junk Food.
Quoted in Nation’s Restaurant News, CEO Greg Creed said, “Of the more than 100 million Doritos Locos Tacos sold since the product’s March 8 launch, about 90 million of those transactions have been incremental.” They’re projecting second-quarter same-store sales in the high single digits to low double digits.
And of course, I think it just continues the easy but funny joke that they only have, like, seven things in the kitchen at Taco Bell and just have to keep getting more and more creative in recombining what’s available. “Flavor the shell with powerhouse-branded flavor dusting!” came a call from the back of the brainstorming session.
That guy surely got a bonus last year.
“To be a better Taco Bell, the obvious solution was the Doritos Locos Tacos,” he said. “People love it, it’s driving frequency among our heavy users, and we’re selling it at a 30-cent premium. … It’s really a platform we can build off, not a one-off LTO, and we can drive it for years to come,” Creed practically crowed.
And the best part? NRN notes that Frito-Lay has more than 100 flavors of Doritos.