Taco Bell is bringing fans back to its menu ballot once more. After an initial launch in the fall in which more than 765,000 fans voted to bring the Enchirito back over the Double Decker Taco, Taco Bell is launching another in-app voting experience beginning today through April 12.
The winner of this new round – between the Beefy Crunch Burrito featuring Fritos Flamin’ Hot Flavored Corn Chips and Cool Ranch Doritos Locos Tacos – will be named April 13 and will appear on Taco Bell menus for a limited time at participating restaurants. Taco Bell Rewards members can cast votes daily in the Taco Bell app.
Fans of both the Cool Ranch Doritos Locos Tacos and Beefy Crunch Burrito have created petitions on Change.org to bring the items back. The Beefy Crunch Burrito also has a “movement” with more than 66,000 followers on Facebook. The Beefy Crunch Burrito was first introduced in 2010 and has made multiple menu appearances as a limited-time offer until 2018. The Cool Ranch Doritos Locos Taco first appeared in 2013 and was available through 2019.
“We’ve heard our fans’ passionate pleas and seen their grassroots campaigns – and even tattoos – for us to reintroduce former menu items, and now, it's up to these fan-made movements to decide which item comes out a winner,” Dane Mathews, chief digital officer at Taco Bell, said in a statement “Our fans rigorously turn to our social media to voice their menu item love and we’re excited to give them the opportunity to redistribute that passion through this unique in-app voting experience that impacts real change on our menus.”
This voting experience allows those fans to lobby directly to the brand to bring back their favorite item, while also promoting loyalty sign-ups. Loyalty users tend to visit more frequently and spend more, while also providing the company with their data to better personalize promotions.
Taco Bell has had success pulling menu items back into the mix based on fans’ demands. The Mexican Pizza, for instance, returned in May 2022 after more than 200,000 people signed a Change.org petition. The product helped drive a 14% increase in Taco Bell’s system sales growth during Q4 2022. About 45 million Mexican Pizzas were sold in their four-month window of availability.
Contact Alicia Kelso at [email protected]