A non-satirical article about the engineering behind the Taco Bell Doritos Locos Taco, one of the most successful satires of food ever unleashed on the masochists who eat at these f***ing places.
“So we had to get that formula changed, then we had to find a way to deliver the flavoring, and then the seasoning. I mean, it was actually important that we left the orange dusting on your fingers because otherwise, we’re not delivering the genuine Doritos [experience].”
He gave his staff until March 2012—slightly under three years—to pull off a complete rethink of traditional Mexican cuisine.
In fact, the companies ended up creating a proprietary seasoner in the process, not least because for workers on the manufacturing line, the plumes of Doritos seasoning would create an almost Nacho Cheese gas chamber. “We realized pretty quickly that we had to seal that all in, because in the facilities, we couldn’t have all that stuff in the air,” Creed says. “It would’ve been too much seasoning and flavor for our workers…
Customers began blogging about their experience; a slew of video reviews hit YouTube; and one Taco Bell addict even drove 900 miles from New York to Toledo, OH for an early taste of the DLT.
Like Android is to Google or iOS is to Apple, Doritos-based flavors represent a whole new framework for Taco Bell to build on. "It’s not just a product; it’s now a platform–Nacho Cheese, Cool Ranch, Flamas,” Creed beams. “We’re going to blow everyone away in the next few years in terms of how big this idea and platform will become.”