Taco Bells Nacho Cheese Doritos Locos Tacos  Winner for Best New Menu Item
Taco Bell's Nacho Cheese Doritos Locos Tacos — Winner for Best New Menu Item

MenuMasters 2013: Taco Bell

Nation's Restaurant News salutes culinary creativity with its annual MenuMasters Awards. Honorees will be celebrated at the Drake Hotel in Chicago on May 18. Read in-depth profiles of all 2013 winners >>

Simple ideas sometimes yield the most significant breakthroughs. But ideation and execution are often different beasts, and such is the story of the wildly successful rollout of Taco Bell’s Doritos Locos Tacos.

That until 2010 no one had the idea to flavor the Irvine, Calif.-based Yum! Brands Inc. subsidiary’s standard corn taco shells with Doritos Nacho Cheese powder surprised even the 5,700-unit chain’s chief executive, Greg Creed.

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