The Doritos Locos Tacos from Taco Bell combines crunchy Doritos tortilla chips with a classic, fast-food taco, in a way that shook the food industry.
The cheesy, crispy concoction made a splash in the fast-food industry shortly after its debut in 2012. Plano native Max Petrie, a senior manager at Frito Lay, and the lead developer for Doritos Locos Tacos, says the combo was a huge hit with consumers.
“Taco Bell sold under a billion Locos Tacos in just under three years. This made it the fastest consumer product ever to sell a billion units,” Petrie says. “For comparison it took McDonald’s 30 years to sell a billion hamburgers.”
The two-year developing process for Doritos Locos Tacos resulted in many broken shells. Petrie says the company had to maintain the Doritos’ crunch while preventing the taco shells from splintering.
Once the product became available in Taco Bell restaurants, Petrie says he remembers the massive response on the internet, including Doritos Locos Tacos YouTube channels and memes.
“It will probably be a moment in my career, I might never be able to top,” Petrie says.
Written by Libby Cohen.