This Taco Save America?
But there’s another force at work—more powerful, more ubiquitous, and arguably more delicious: the Doritos Taco Loco. The neon-orange, meat-filled miracle taco, wrapped in a Nacho Cheese Dorito shell, was Taco Bell’s biggest hit of 2012, with 375 million sold, or roughly one million a day. It was largely responsible for the chain’s incredible growth, outpacing not just KFC and Pizza Hut, but even McDonald’s.
“It has been the biggest launch in Taco Bell history,” said Greg Creed, chief executive officer of Taco Bell, which saw same-store sales rise eight percent in 2012. “Last year, we added 15,000 people to handle the growth.”
That’s a lot of jobs for one little taco. And it’s a sign, however troubling to nutritionists, that U.S. companies can still prosper by pitching new, innovative products to the perpetually pinched American consumer. While its competitors in the fast-food industry have been pushing for growth in developing markets, Taco Bell has been focusing on its own backyard.
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