Taco Bell is rolling out a Cool Ranch version of Doritos Locos Tacos.
There’s just one way to top the launch of the most successful new product of 2012: Do it again in 2013.
That’s what Taco Bell will try to do early next month, when it rolls out Cool Ranch Doritos Locos Tacos.
Its predecessor, nacho-cheese-flavored Doritos Locos Taco, sold more than 350 million in less than a year – making it the company’s most successful-ever product, and one of the biggest in fast food history, even though they cost 30 cents to 40 cents more than Taco Bell’s regular taco.
“You’ll have to be hiding under a rock to not know about Cool Ranch,” Greg Creed, CEO of Taco Bell, said in a phone interview. The marketing campaign behind Cool Ranch will even top it’s previous biggest-ever, that of the nacho cheese version. Also, today, Taco Bell’s 10 million Facebook fans will get word of the planned March 7 roll-out.
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In a tough economy, the near $200 billion fast-food industry has been in a terrific dog-fight for market share the past several years. McDonald’s has mostly taken the spoils, but that may be changing. Taco Bell is owned by Yum Brands, which also owns KFC and Pizza Hut.
More than anything else, a new product with zippy taste and marketing pizzazz can win the day. That appears to be the case with the Doritos Locos Tacos line.
But success isn’t in the bag.
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