News Column

Taco Bell Looks to Doritos Loco Taco, Breakfast for 2012 Success

Dec. 8, 2011
Taco Bell Looks to Doritos Taco, Breakfast for 2012

Innovative new products and redesigned offerings are the cornerstones of Taco Bell's plan for a strong 2012, according to a report from Nation's Restaurant News.

At a meeting for investors, Taco Bell's chief executive, Greg Creed, pointed to bad publicity from a class action law suit related to Taco Bell's beef quality as having a negative PR effect, despite the company's triumph in the matter. But Creed's goal for 2012, according to, is to up the ante on "new-product news to win people back or entice more incremental visits"; something the executive feels the restaurant lacked in 2011. Chief among those innovations: Doritos Locos Taco, a taco whose shell is made from Nacho Cheese Doritos (in partnership with Frito-Lay); and continued roll-out of breakfast service to Taco Bell locations. About 800 more Taco bell locations should see breakfast service in early 2012.

Source: (c) 2011. All rights reserved.

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