Taco Bell fans ask for Cool Ranch tacos – and get them
By Jay Keller
Update March 6, 2013 at 12:02 p.m. ET: Taco Bell announced on its official Facebook page that Cool Ranch Doritos Locos Tacos are available and on sale today, March 6.
Taco Bell announced Wednesday on Twitter that its tacos will now be available in a Cool Ranch Doritos shell at restaurants nationwide.
Spurred by an outpouring of fan sentiment for the popular Cool Ranch variety, Taco Bell is looking to build upon a Doritos Locos Tacos brand that sold 350 million in less than a year.
“There has been enormous interest in the new Cool Ranch flavor of Doritos Locos Tacos and people are wondering why it took so long,” said Taco Bell CEO Greg Creed in a statement.
Creed says the original plan was to launch the Cool Ranch flavor in the same year as the introduction of Doritos Locos Tacos but the company altered their strategy to meet supply-demand issues due to the popularity of the Nacho Cheese Doritos Locos Tacos.
Using the Vine Platform, the first-ever of such announcement by Taco Bell on this site, the company reached out to its fan base that remains enthusiastic about the new product.
The company urges fans to continue the conversations about the new menu item on Twitter by tweeting @TacoBell using #CoolRanchDLT or tuning into YouTube
Taco Bell will support the release of the new product with a massive marketing campaign with further details to be released in the coming weeks.
On Thursday, Taco Bell put out a call to its Facebook clientele by teasing fans to “get it first” by participating in ongoing promotions.
The new Cool Ranch tacos were tested at restaurants in Toledo, Ohio, during a six-month period so that Taco Bell could gain consumer feedback during taste tests.
Cool Ranch Doritos Locos will run about $1.39 for the regular size and $1.69 for a supreme when they hit restaurants on March 7.
Taco Bell will also offer a “$5 Buck Box” that includes the new menu item while also offering a “Fresco Style” that has a reduced calorie count. For nutritional information, visit Taco Bell’s official site.