Greg Creed, chief executive of Taco Bell and future CEO of the Yum! Brands Inc. empire, is fond of saying he wants to turn Taco Bell’s food from fuel to experience.
The world certainly seems ready to experience Taco Bell’s new Sriracha menu, which is reportedly available in the Kansas City area and includes a Sriracha Beef Griller, Sriracha Grande Scrambler, Sriracha Taco, Sriracha Taco Supreme, Sriracha Quesarito, Sriracha Nachos and a Sriracha Quesarito Box, which also includes a Doritos Locos Taco, a Crunchy Taco and a medium drink, according to the International Business Times.
Or, guests at participating locations can reportedly just have the nation’s trendiest hot sauce squirted on whatever they like — or at least Taco Bell’s version, which the Los Angeles Times reports is a “Sriracha crema.”
“The test brings together two things our consumers are passionate about: Taco Bell and Sriracha, and we’re looking forward to hearing the feedback from our fans,” Taco Bell vice president of marketing Stephanie Perdue said in a statement to the Washington Post.
Brobible.com reports: “It sounds like a dream come true. Actually … It sounds like something you would do when high, when you got home with a bag of the T.”
Brobible spotted the news on Reddit, where LurkLurkleton in Kansas City reported spotting the stuff while heading into a Taco Bell for its new Starburst Strawberry Freeze.
The Redditor tried the breakfast Sriracha Scrambler Burrito, which was reportedly “okay,” dressed with Sriracha cream sauce. That brief post elicited comments such as, “I need this in my life,” and, “Where is this wonderful place?”
Bustle.com was possibly even more enthusiastic. “Clearly, the Spicy Food Deities have witnessed our devotion and chosen to smile upon us. How else do we explain this glorious event?” Lucia Peters asked.
However, not everyone is on board.
“Taco Bell is Now Putting Sriracha on Everything,” Eater sneered in its headline. Writer Khushbu Shah said there was no word about whether the menu would go systemwide, “But who are we kidding, we live in an era of [S]riracha candy canes and lip balm, so this will probably happen.”
Jezebel said the Sriracha menu is “Heretical and Must be Stopped,” and suggested that Kansas City, where the menu items first appeared, should be quarantined. Writer Julianne Escobedo Shepherd’s argument was that Sriracha is too strong a flavor and would overwhelm the subtle tastes of Mexican food. It is possible she has not eaten at Taco Bell.
Contact Bret Thorn at [email protected].
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