News Column

Taco Bell Uses Social Media to Flurry Cool Ranch Doritos Locos Fans

March 7, 2013

Heather Somerville, San Jose Mercury News

taco Bell Cool Ranch Doritos Locos

Taco Bell fans erupted on social media Wednesday when they couldn't find the much-anticipated new Cool Ranch Doritos Locos Tacos.

"I've never been more angry in my life," Shawn Oliver wrote on Taco Bell's Facebook page, one of more than 3,000 comments posted by early Wednesday afternoon.

Added Kevin Kinney: "You lied to me!! I thought we had a better relationship than this!!"

The fast-food chain announced Monday that the eagerly awaited sequel to the Doritos Nacho Cheese taco shell -- released last year to great fanfare -- would be in restaurants starting Wednesday. That's a day earlier than the original advertised launch date.

The announcement, posted on the company's Facebook page, read "You told us you can't wait. Now you don't have to."

The message, however, that didn't reach loyal Taco Bell patrons is that only select restaurants would offer the special taco a day early. A spokeswoman for the Irvine-based company told The Associated Press that the early release was only at participating restaurants.

"We're humbled by the overwhelming response to Fan Day," a Taco Bell representative said Wednesday. "We apologize to those fans who couldn't buy it a day early." The tacos will be available nationwide Thursday, the representative added.

Restaurants around Oakland, San Jose and San Francisco were among the select Taco Bell locations serving up Cool Ranch tacos

Wednesday, and the mood among Bay Area taco aficionados was much more upbeat.

Jeff Cole wrote in an email to this newspaper: "Me and some friends went today to a San Jose location and did get the Cool Ranch tacos!"

At just after 1 p.m., the Taco Bell on North Main Street in Walnut Creek had already sold about 100 of the new tacos, said manager Olivia Jijon. A regular size taco sells at $1.49, while the supreme goes for $1.89.

"We're supposed to be starting tomorrow," Jijon said. "But I got everything ready early, so I say, 'Why are we wasting time?'"

An employee at the Taco Bell on Duboce Avenue in San Francisco said he started his shift by sampling a few himself: "They're amazing. I had three today."

The social media eruption over the Cool Ranch tacos is only the latest in fast-food embarrassments on the blogosphere. Burger King's Twitter account was hacked last month by users who changed its photo to the McDonald's logo and posted a series of raunchy and racist tweets.

Bay Area residents didn't appear too upset over the Taco Bell confusion.

"First world problems," Alex Yee wrote on the Mercury News Facebook page. Garrick Roshau echoed others' sentiment with: "Who cares!!"

And for those whose Cool Ranch Doritos taco dream went unsatisfied, well, there's always Thursday.



Source: (c)2013 San Jose Mercury News (San Jose, Calif.). Distributed by MCT Information Services.


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