(LOUISVILLE, Ky.) — Taco Bell, which added 15,000 employees last year, can largely thank one new product, company chief executive Greg Creed told The Daily Beast.
Creed attributes the success to Doritos Locos Tacos, which the company rolled out in March 2012 and was the “biggest launch in Taco Bell history,” he told the Beast.
In 2012, 375 million of the tacos, whose shell is made from nacho cheese Doritos in a collaboration with Frito-Lay, were gobbled up, which averages out to about one million per day.
But why stop there? On March 7, it launched Cool Ranch Dorito Locos Tacos. The slogan? “Collect All Two.”
“We believe we can add 2,000 new restaurants in the next 10 years, because what we have is proprietary and exclusive. Nobody else can make a Cool Ranch Doritos Taco. And that’s just in the U.S.,” Creed told the Beast.
Creed was traveling Thursday and unavailable to talk to ABC News, a spokesman said.
Taco Bell is part of Yum! Brands, Inc., based in Louisville, Ky. It’s one of the world’s largest restaurant companies with more than 39,000 locations in 125 countries. Its brands include KFC and Pizza Hut.
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Matt McFarland, CNN
Julia Horowitz, CNN