In a mind boggling decision, Taco Bell has announced it will release Doritos flavored Tacos starting March 8th. The decision was made in part to boost Taco Bell sales against competition McDonald's and newer competitor Chipotle. Yet, instead of taking the McDonald's route of boosting profits by offering a healthier menu or modeling after Chipotle's trademark of offering wholesome all natural food to it's menu executives at Taco Bell have decided to push Doritos flavored Tacos. That's not to say I don't see the gimmick boosting sales in the immediate term, I myself will likely partake in the new tacos. However, as more and more Americans are becoming increasingly health conscious I think the measure could actually backfire. Taco Bell's branding issue comes from two things and the new Doritos taco is part of it. Taco Bell since the early 80's has been known for having the cheapest fast food prices in the industry but because of it they have often times skipped on quality. Taco Bell has been reported to use low-grade meats, even reports of Kangaroo meat in their tacos, as well as using an excessive amount of filler. If Taco Bell seeks to re-brand their image they need to focus on more quality products. Using identifiable meat and real cheese might be a start. I don't pretend to be some sort of branding expert but I don't see cheap gimmicks and continuing to provide low quality products as solving the company's profitability and competitiveness problems.
