facebook pixal

Taco Bell pits Cool Ranch Doritos Locos Tacos against Beefy Crunch Burritos in online smackdown

Rewards members can vote on the app now for the return of one of these fan favorites later this year.
Taco Bell matchup
After rallying for their return, Taco Bell fans can vote on which of these favorites will make a comeback. /Photos courtesy of Taco Bell.

Taco Bell is putting up Cool Ranch Doritos Locos Tacos against Beefy Crunch Burritos for a fan vote in the chain’s second in-app smackdown.

Rewards members can vote March 30 through April 12 to determine which of the favorites will return to Taco Bell’s menu for a limited time later this year. The winner will be announced April 13.

Taco Bell held its first fan favorite smackdown last fall, pitting the Enchirito against the Double Decker Taco; the Enchirito won the match and made its menu comeback.

The current contenders both have cult followings, according to Irvine, Calif.-based Taco Bell. There’s a Beefy Crunch Movement on social media platforms and multiple petitions at Change.org to bring back Cool Ranch Doritos Locos Tacos.

“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,” said Dane Mathews, chief digital officer at Taco Bell, 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!”

Taco Bell’s Beefy Crunch Burrito features Fritos flamin’ hot flavored corn chips, reduced-fat sour cream, seasoned rice and nacho cheese sauce. It first launched on the menu in 2010 but was removed in 2011, returning occasionally as an LTO until 2018.

In app voting

Taco Bell rewards members can vote on the app for the return of one of the cult favorites. 

Cool Ranch Doritos Locos Tacos made their debut in 2013 but were discontinued in 2019. They start with a Doritos Cool Ranch taco shell and are filled with seasoned beef, lettuce and cheddar cheese.

Taco Bell has created a winning marketing strategy around removing and returning fan favorites to the menu. The iconic Mexican Pizza, which is now in the permanent lineup, is the star example, with 45 million sold in the year it made its comeback.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content

Emerging Brands

How South Korea's bb.q Chicken became one of the fastest-growing chains in the U.S.

After some brand tinkering and a little help from Netflix, the chain has Americans hooked on its “best of the best quality” Korean fried chicken.


Yum Brands CEO David Gibbs doesn't get his company's stock price decline

The Bottom Line: The owner of Taco Bell, KFC, Pizza Hut and Habit has declined as much as 10% since reporting what Gibbs called a “blowout” first quarter. And the company argues that it could easily weather a downturn.


In a tough year for restaurants, CEO pay took a big hit

The highest-paid executive last year wasn't even a CEO, and three of the 10 best-paid chief executives no longer work for their companies.


More from our partners