How Research Helped Taco Bell Create a Fast-Food Icon
Olympic Research and Strategy
Data with purpose. Strategy with impact.
When Taco Bell launched the Doritos Locos Taco in 2012, it wasn't just a new menu item. It became a game changer in the fast-food industry. Within the first 10 weeks, more than 100 million tacos were sold. This massive success wasn't luck. It was the result of in-depth market research, consumer insights, and careful product testing.
Where the Idea Came From
The idea for the Doritos Locos Taco began with a challenge from Taco Bell's leadership to reinvent the crunchy taco to celebrate the company's 50th anniversary. Since Doritos had a strong base that overlapped with Taco Bell's audience, combining the two seemed like a genius idea.
However, making it happen wasn't as easy as pitching the idea. According to a report from Fast Company, early prototypes involved spraying Doritos seasoning onto a standard taco shell, but the results fell short in taste tests. This is where market research played a vital role. Taco Bell then partnered with Frito-Lay, the company behind Doritos, and tested over 40 different recipes to get the perfect flavor and texture (Wilson).
This collaboration and testing process shows how important it is to have market research inform the development of a product. Without customer feedback and rigorous testing, the Doritos Locos Taco may have never reached its full potential.
Listening to Customers
Taco Bell knew that launching a new product required more than just an innovative idea. They needed to understand their customers' preferences and how the product would fit in their lifestyles. That's where market research really made a difference. Extensive focus groups and taste tests were conducted to ensure that the flavor of the Doritos taco shell worked perfectly with Taco Bell's classic fillings.
Customer feedback played a crucial role in refining the product. Taco Bell's research team listened to consumers' likes and dislikes, adjusting the recipe to deliver a taco that customers loved. This kind of customer focused testing is key in market research, ensuring that a new product truly appeals to the target consumer. The taco was also tested in select markets before the national rollout. This allowed Taco Bell to gather feedback and make adjustments to ensure the product would be a hit across the country.
The Payoff
The launch of the Doritos Locos Taco exceeded all expectations. By the end of its first year. Taco Bell had sold 375 million tacos, making it one of the most successful fast-food product launches of all time (Wilson).
What We Can Learn
The Doritos Locos Taco is a great example of how market research can guide product development and drive success. Taco Bell didn't just rely on creative ideas; they made informed decisions based on consumer data and research. Let's talk about some key lessons we can learn from this story:
Conclusion
The Doritos Locos Taco demonstrates how essential market research is in developing products that truly resonate with consumers. At Olympic Research and Strategy, we understand how critical it is to gather insights that drive decision making. Whether you're launching a new product, refining an existing one, or simply seeking a deeper understanding of your customers, the power of market research cannot be overstated.
Works Cited
Wilson, Mark. "Deep Inside Taco Bell's Doritos Locos Taco" Fast Company, 15 Apr. 2013, https://www.fastcompany.com/3008346/deep-inside-taco-bells-doritos-locos-taco