Taco Bell attempted to light a social media fire on Thursday by tweeting a cryptic hint that the next Doritos Locos Taco is coming soon.
On Thursday the brand tweeted the one-word message: “Soon.” Attached to the message was a video with a black screen onto which flames alight to spell “New DLT.” The video is also posted on the company’s Facebook page.
However, officials with the 6,000-unit chain said they were not ready to reveal specifics.
Watch Taco Bell's video tease
Taco Bell sent the message to some of its Twitter followers directly. That prompted tweets such as the one written by Tyler Oakley: “What is going on?! @TacoBell sent me the most ominous DM with this link.”
The next flavor in the Doritos Locos Tacos line is expected to be Flamas, which has a chile-lime twist.
The Cool Ranch Doritos Locos Taco rolled out in March, about a year after the original flavor, Nacho Cheese, made its debut. Since then, the Irvine, Calif.-based chain has sold more than 500 million of the tacos.
Greg Creed, Taco Bell’s chief executive, often points out that Doritos come in 123 flavors, offering much room for new versions of the taco down the line.
Meanwhile, the chain is scheduled to roll out its next addition to the Cantina Bell menu on June 27: the Cantina Double Steak Quesadilla, which features the new-and-improved beef that rolled out earlier this year, along with a new salsa with roasted tomatoes, garlic and jalapenos.
Like other items on the Cantina Bell menu, the new quesadilla was developed by celebrity chef Lorena Garcia.
A division of Louisville, Ky.-based Yum! Brands Inc., Taco Bell has set the goal of doubling its sales over the next decade, from $7 billion to $14 billion.
This article has been revised to reflect the following updates and corrections:
Correction: June 21, 2013 An earlier version of this story incorrectly characterized Taco Bell’s anticipated sales growth in millions, rather than billions.
Contact Lisa Jennings at firstname.lastname@example.org.
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