Taco Bell partnered with three emerging chefs to reimagine its iconic Crunchwrap Supreme with their own flavor and ingredient spins.
Chefs Reuben Asaram, Jennifer Hwa Dobbertin and Lawrence “LT” Smith created unique variations that incorporated Indian spices, Thai noodles and Southwest hot chicken. All three pros are active on social media and were invited by Taco Bell to take part in its new TBX culinary collaboration program. They worked alongside the chain’s team in the test kitchen at headquarters in Irvine, California, to develop and refine their creations and presented them for the media on Tuesday in New York City.
Chicken curry gives the Crunchwrap an Indian flavor profile.
Chef Asaram, who grew up in the Queens, New York, neighborhood of Jackson Heights, infused his version with the memories and flavors of Indian restaurant buffets frequented by his extended family. His Indian Buffet Crunchwrap Supreme combines marinated, slow-roasted chicken with a creamy tomato curry sauce and Mexican-spiced rice. Layers of cucumber mint sauce add cool contrast, along with the Crunchwrap’s classic crunchy corn tostada, crisp lettuce and pico de gallo.
Asaram, who is now based in Philadelphia, does pop-up concepts that mix Asian, Mexican and Indian cuisines. “I’m known for my curries, colors and craziness, like a blue sauce and a bright pink sauce,” he said. “When we put it all together [in the Crunchwrap] and took a bite, it was great, but it didn’t look right, so we went a more traditional color route. But the cucumber sauce is still vibrant and bright.”
The Crispy Thai Noodle Crunchwrap Supreme.
San Antonio-based Chef Hwa Dobbertin has a Taiwanese mother and lived in Bangkok for six years, so she took her Crunchwrap in a Southeast Asian direction. Her Crispy Thai Noodle Crunchwrap Supreme features marinated grilled chicken tossed with a khao soi aioli. It’s paired with a crunchy wheat noodle nest and is finished with avocado basil ranch to add a South Texas twist. Reduced-fat sour cream, onions and cilantro complete the flavor profile.
The third iteration comes from Phoenix-based Chef Smith, who combined elements of his dad’s fried chicken, a hot chicken torta, his wife’s Mexican culture and his location in America’s desert Southwest. “I basically took that torta and put it in a Crunchwrap,” he said.
Chef Smith's variation brings on the heat.
The Southwest Hot CHX Crunchwrap Supreme features chicken nuggets tossed in salsa macha, layered with Oaxaca-style mozzarella and Monterey Jack cheeses, purple cabbage slaw, cilantro, apricot hot sauce and reduced-fat sour cream.
The chefs said it took some trial and error in Taco Bell’s test kitchen to perfect their recipes, but the results were very close to their original ideas. Taco Bell expanded its pantry with eight new ingredients to bring the ideas to fruition.
Taco Bell's TBX truck is popping up in two NYC neighborhoods. | Photo by Pat Cobe
The three new takes are available for complimentary tasting at the TBX truck, popping up at two New York City locations Wednesday and Thursday. Following the two-day tasting, Taco Bell will further test the three Crunchwrap Supremes for the possibility of a menu run in 2025.
Fans who can’t make it to the TBX truck in Williamsburg, Brooklyn on Oct.16 and Manhattan’s Washington Square Park on Oct.17 can still get into the spirit of innovation. For a limited time, Taco Bell is offering its Rewards Members up to $3 worth of free customizations so creators across the country can craft their own dream Crunchwrap Supreme.
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