The most exciting phrase to hear in science, the one that heralds new discoveries, is not Eureka! (I found it!) but rather, "hmm.... that's funny...." - Isaac Asimov
LOUISVILLE, Ky. -- Taco Bell hopes to turn orange Doritos cheese powder into green - as in cash from its latest invention. The Mexican-style chain plans to roll out Doritos Locos Tacos at midnight on Wednesday at its nearly 5,600 restaurants nationwide. The fast-food chain, a unit of Yum Brands Inc., calls the tacos that use shells made out of Nacho Cheese Doritos the biggest product launch in its 50-year history. It plans to introduce a Doritos Cool Ranch taco shell this fall.
Taco Bell said it plans to spend up to $75 million to advertise the new tacos - about three times more than it typically spends to promote new menu rollouts.
The new tacos come as Taco Bell attempts to rebound from the bad publicity generated by a lawsuit a year ago that alleged the meat filling served at its restaurants didn't have enough beef to be called that. Taco Bell denounced the claim as false and spent millions to defend its filling and shore up its image. The suit was dropped about three months after it was filed by an Alabama-based law firm, but the chain's sales have struggled.
The Doritos tacos are the latest in a string of things Taco Bell has been doing to improve its menu - and boost its image. The chain is testing a Cantina Bell line of more upscale foods created by celebrity chef Lorena Garcia. Taco Bell also recently rolled out a breakfast menu in about 800 restaurants, with plans to roll out its breakfast burritos and hash browns nationwide by 2014.
The latest rollout comes after Taco Bell tested the tacos a year in Bakersfield and Fresno in California and Toledo, Ohio. 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."
Taco Bell, which is based in California, certainly could use a boost. Sales at stores open at least a year - an indicator of a restaurant chain's health - were down 2 percent for the year and 2 percent for the fourth quarter. Taco Bell accounts for about 60 percent of U.S. profit for Louisville-based Yum Brands, which also has struggled with slumping sales in the U.S., but posted a 1 percent gain in revenue from existing restaurants in the final three months of 2011.
Mark Kalinowski, an analyst at Janney Capital Markets, predicts a turnaround for Taco Bell in a recent note to investors. "We believe that the new product pipeline combined with time that has passed since the lawsuit should set Taco Bell up for a very strong year," he wrote.
He also was upbeat Wednesday about prospects for the new taco, predicting it will be "a rather big hit."
But Laura Ries, president of Ries & Ries, a marketing strategy firm based in Atlanta, said while a splashy product rollout can help consumers forget about a publicity setback, Taco Bell has a bigger problem of how to improve its product so that it stacks up against competitors like Chipotle Mexican Grill.
"Certainly people love Doritos, but putting them onto a shell doesn't necessarily make it a more authentic Mexican restaurant," Ries said.
3) I can't imagine that the lawsuit mentioned could really have impacted sales as much as they seem to think. Face it, we're in the middle of a suffering economy. I may be biased because until reading this I'd never heard of the lawsuit, and now that I have I certainly don't care that someone was complaining about their beef content.
2) I guess I'll give this stuff a try, but I hope they don't get rid of the beefy crunchy burrito (the one with the red Fritos in it). That thing's only ninety nine cents, is awesome, and shouldn't be going anywhere. Keep that promotional item on the boards.
My former coworkers showed pics of it the last two nights on fb...looks entirely messy, and gross to me.
Yea, that lawsuit isn't the cause of slumping sales, everyone already knows all fast food skimp out on food anyway...should be a suit for the grade g meat used.
Even Fast food is bound to the law on serving meat that is classified for human consumption by the USDA. While it may be the lowest grade for human consumption it is far from the lowest grade, that grade is also available in the store and very likely what you purchase if you shop by price instead of shop by quality.
"Forums: You have to form your opinions immediately based on jack s*it then fight them to the death! It's like Highlander, but instead of swords we use ignorance."
I've seen pics of it on another forum for a while now, there were articles about it in its test markets months ago. Id almost like to try it, but Id rather make my own taco stuff because, well, it's Taco Bell we're talking about here and I only like tacos with meat and cheese, and damn sure more meat than what they put in their tacos.
Master Tailor Toprem Spaztastic, level 75 Drizzlecaller of Karana. Member of Clan Ta Veren
Even Fast food is bound to the law on serving meat that is classified for human consumption by the USDA. While it may be the lowest grade for human consumption it is far from the lowest grade, that grade is also available in the store and very likely what you purchase if you shop by price instead of shop by quality.
I know there is no grade g, but if I had a camera or a cell phone back in the day to take a pic of the boxes of beef that say grade g on them, I would have lol.
And never eat at tb the first hour or two they are open...ever!
2) I guess I'll give this stuff a try, but I hope they don't get rid of the beefy crunchy burrito (the one with the red Fritos in it). That thing's only ninety nine cents, is awesome, and shouldn't be going anywhere. Keep that promotional item on the boards.
Tried it, was 'meh'. actually messier than a standard crunchy taco due to the orange dorito dust getting on your fingers. they should make a double-decker version, would provide some flavor without the mess.
I've heard a lot of horror stories about TB, but never heard this advice - what's the deal behind this one?
They put in the nights leftovers to the morning pots of food, I can assure you its of much worse quality, as the food doesn't hold over well at all. Depending on how busy your tb gets and how much leftovers they had...is when you can eat lol.
If you taste the beef, you're doing it wrong. Just sayin...My taco's have enough sauce, sour cream and cheese on them that the beef really becomes more filler.
If you taste the beef, you're doing it wrong. Just sayin...My taco's have enough sauce, sour cream and cheese on them that the beef really becomes more filler.
I was under the impression the beef is always considered "filler".... Ba dum bum...
Beef Products Inc. uses an innovative process to turn fatty beef trimmings, which used to go mainly into pet food and other byproducts, into hamburger filler. Because the trimmings are at risk for E. coli or Salmonella contamination, the company adds a mixture of ammonia and water (ammonium hydroxide) to kill bacteria.
"Pink Slime" at the USDA
It’s been called “pink slime" by none other than the USDA. The New York Times reports that a "[USDA] microbiologist, Gerald Zirnstein, called the processed beef "pink slime" in a 2002 e-mail message to colleagues and said, “I do not consider the stuff to be ground beef, and I consider allowing it in ground beef to be a form of fraudulent labeling.”
More and more people learned about the process from the popular movie Food, Inc. And then there was its appearance on Jamie Oliver's Food Revolution. “[Oliver] called the "clever scientific process" shocking and a breach of consumer trust.” Especially considering that according to The New York Times, the federal school lunch program used 5.5 million pounds of ammoniated beef in 2008.
Ammoniated Beef Processing Ineffective
Ammoniated meat became the dirty little secret of the meat industry because it was excluded from recalls and random testing because the ammonia treatment was supposed to make contamination much less likely. The only problem was it didn't work.
The New York Times reports of specific problems with the beef in lunchrooms:
[G]overnment and industry records obtained by The New York Times show that in testing for the school lunch program, E. coli and salmonella pathogens have been found dozens of times in Beef Products meat, challenging claims by the company and the U.S.D.A. about the effectiveness of the treatment. Since 2005, E. coli has been found 3 times and salmonella 48 times, including back-to-back incidents in August in which two 27,000-pound batches were found to be contaminated. The meat was caught before reaching lunch-rooms trays.
Even worse, ammonia isn't listed on any ingredient labels because it's considered a "processing agent" even though it's completely misleading to think that it doesn't end up in the final product.
This is proof positive that the American public does care about what they're putting into their bodies especially when the facts come to light. And it goes to show that truth in labeling could mean the end to other questionable practices like genetically modified ingredients and meat glue, for example.
I tried one tonight and was singularly disappointed. I guess I am glad I had one to say I did, and perhaps for the novelty of it, but overall it was not worth the $1.69 I spent on it. If they were like $.89 or maybe even $.99 perhaps it would be worth it.
I also got two of the Beefy Crunch Burritos, and there was really no comparison. For $.99 each I got a monster of a burrito which is not only filled with goodness, but the red Frito things inside those things have a far more potent impact on the taste of the burrito than the Doritos shell does on the taco, not to mention the thing is heavy/filling, compared to the taco which felt more like a snack. For more money.
Ok, gonna point out that the Jamie Oliver crap is sensationalized ********. Please do research before posting FUD. Ammonia as in the poisonous liquid is NOT used in meat production. Those people have an agenda to push and are mixing facts with outright lies to do so. Just going to leave it with do some actual research on the topic and not into a lengthy debate.
Concerning the Taco, had one last night. It is good, but I have to agree it isn't as good as I thought it might be. Certainly not worth the price premium. Interestingly enough a few dorrito chips shoved into a normal Taco supreme actually tastes better..I am wondering if the shell they use is the problem. Either way it was novel and interesting, but not something I would order with any regularity.
Ok, gonna point out that the Jamie Oliver crap is sensationalized ********. Please do research before posting FUD. Ammonia as in the poisonous liquid is NOT used in meat production. Those people have an agenda to push and are mixing facts with outright lies to do so. Just going to leave it with do some actual research on the topic and not into a lengthy debate.
Concerning the Taco, had one last night. It is good, but I have to agree it isn't as good as I thought it might be. Certainly not worth the price premium. Interestingly enough a few dorrito chips shoved into a normal Taco supreme actually tastes better..I am wondering if the shell they use is the problem. Either way it was novel and interesting, but not something I would order with any regularity.
I've read anecdotes from people that work in these processing plants that Ammonia *is* used, but it's not a big deal since it's completely rinsed/removed before ending up in the final product.
The more valid complaint about "pink slime" isn't the ammonia, but the fact that it's highly processed "stuff" like connective tissue and other types of gristle rather than 100% meat, so it's really low quality and devoid of the nutrients that a "normal" cut of beef would get you.
I've read anecdotes from people that work in these processing plants that Ammonia *is* used, but it's not a big deal since it's completely rinsed/removed before ending up in the final product.
The more valid complaint about "pink slime" isn't the ammonia, but the fact that it's highly processed "stuff" like connective tissue and other types of gristle rather than 100% meat, so it's really low quality and devoid of the nutrients that a "normal" cut of beef would get you.
Correct, but it is Ammonia Hydroxide which is naturally occuring and found in our bodies to begin with. It specifically is a gas and it used to kill bacteria and there is zero safety risk too it. As I said, the whole ammonia thing is sensationalized fud and nothing more.
I would agree about the valid complaint of what pink slime is. However on another side of that argument, one would argue that it doesn't hurt us and is efficient use of the animal instead of wasteful. This part is a debate that could be argued either way though.
I myself almost never eat ground beef anyhow and when I do it is usually stuff I select and have ground in front of me. The odd taco above being the exception. My stance is, "if it tastes good and isn't poisonous, then why not eat it".
My stance is, "if it tastes good and isn't poisonous, then why not eat it".
Mine's pretty much the same. If the sentiment is "Ugh, you know that stuff is mostly made of ground up pig anus." My position is "Is pig anus hazardous to me?" "Not technically." "Then what do I care."
which is naturally occuring and found in our bodies to begin with.
So is E. Coli, Staph aureus, and strep pneumonia. Just because something is naturally present in a human in some state means nothing as to whether it can also harm you.
So is E. Coli, Staph aureus, and strep pneumonia. Just because something is naturally present in a human in some state means nothing as to whether it can also harm you.
Either way, it isn't harmful and has been proven so. The whole ammonia in meat thing is over sensationalized fud pushed by meat haters and people who are generally uninformed and like jumping on bandwagons.
That said, I have come to the conclusion that Actual dorritos + Sour cream + Meat + Cheese > dorrito taco.
For what it's worth, a much better option than the Doritos Taco.
When camping, we often do "Walking Tacos" Basically, take a Individual size bag of doritos, slightly crush the chips and open it.
Spoon in whatever taco ingredients you would like, as if making a Taco Salad. (Beef, Cheese, Sour Cream, Salsa, etc...)
Eat straight out of the bag with a spoon.
Tastes a heck of a lot better than the Doritos Taco. (For some reason, the texture on the shells doesn't match a regular doritos texture.)
Awesome camping tip there..never thought to use the dorritos bag.
Interestingly enough that was the thing throwing me on the dorito taco..the texture just wasn't right. It felt like a stale regular taco shell with the cheese powder thrown on as an afterthought.
For what it's worth, a much better option than the Doritos Taco.
When camping, we often do "Walking Tacos" Basically, take a Individual size bag of doritos, slightly crush the chips and open it.
Spoon in whatever taco ingredients you would like, as if making a Taco Salad. (Beef, Cheese, Sour Cream, Salsa, etc...)
Eat straight out of the bag with a spoon.
Tastes a heck of a lot better than the Doritos Taco. (For some reason, the texture on the shells doesn't match a regular doritos texture.)
This was a huge seller at the State Fair of Texas this past year. It tasted great, but it contained all of the mess. You could choose between Nacho cheese or cool ranch bags.
My stance is, "if it tastes good and isn't poisonous, then why not eat it".
