Taco Bell Comes Out Of Its Shell To Ring In A New Menu - Spokane, North Idaho News & Weather KHQ.com

Taco Bell Comes Out Of Its Shell To Ring In A New Menu

USATODAY.COM - Taco Bell is about to rub salt — make that orange Doritos dust — into its own wounds.

It may just be the cure.

Roughly one year after the sky almost fell in on Taco Bell — amid a since-withdrawn lawsuit that falsely accused the nation's largest Mexican fast-food chain of stuffing its beef with filler — the brand is going on an offensive to turn its 50th anniversary year into one for the fast-food record books.

USA TODAY was the first media brought inside Taco Bell headquarters and into its secretive test kitchen to observe and taste the breadth of the brand's attempt at self-reinvention. Among the highlights: a slew of new products, including a Chiptole-like Cantina Bell platform; a new breakfast roll-out; a new slogan and brand campaign; and one ultra-simple but culturally cool concept that could finally revive the brand: a line of Doritos Locos Tacos with shells made entirely from — you guessed it — Doritos.

Get ready to rock, Doritos-heads. You'll soon be able to turn your tongue, fingers and hoodie strings orange by eating at Taco Bell. The national rollout is on March 8, but the buzz has been building for months. A clock on Taco Bell's website is counting down the seconds until launch date of the product that it brags, has "Taco Bell on the inside and Doritos on the outside."

Wounded brands such as Taco Bell can take years to recover. What the 5,600-unit fast-food behemoth is about to try is almost unprecedented. It's making so many major changes at the same time that next to the wildly successful McDonald's turnaround of the past decade, this could rank as one of fast food's most complex turnaround attempts in decades. Its likelihood of success — or failure — rests on the head of a Doritos chip. click here to read the full article from USATODAY.com

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