Welcome to First Bite, a Nation’s Restaurant News podcast, your daily source of news from NRN hosted by Holly Petre.
Today, we’re talking about Taco Bell’s latest menu marketing campaign.
Taco Bell is capitalizing on its fanbase’s nostalgia yet again with the creation of a face-off voting challenge between two defunct favorite menu items: the double decker taco and the Enchirito. Voting is open to all Taco Bell Rewards members through Oct. 6, and the winner will be announced on Oct. 7 and available as an LTO.
The double decker taco was first introduced in 1995, and became a permanent menu item in 2006 before disappearing from the Taco Bell menu in 2019. The hybrid taco is made of a soft tortilla layered with beans and then wrapped around a traditional crunchy taco filled with beef, lettuce and cheese.
The Enchirito, meanwhile, was first introduced more than 50 years ago and departed in 2013. Its name is an amalgamation of enchilada and burrito, and the item is made with a soft tortilla filled with beef, beans, onions, rolled up like a burrito and topped with melted cheese and a classic enchilada red sauce.
The new marketing campaign comes on the heels of the brand’s reintegration of the fan favorite Mexican Pizza, after a viral marketing campaign started by singer Doja Cat, which led to a musical.
Hear the full story from Joanna Fantozzi.
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