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Why Taco Bell thinks its future is in emerging brand collaborationsWhy Taco Bell thinks its future is in emerging brand collaborations

Holly Petre, Alicia Kelso

February 23, 2024

 

Meet the emerging chefs chosen to reimagine Taco Bell’s signature Crunchwrap.

Chefs Jennifer Hwa Dobbertin, Reuben Asaram, and Lawrence Smith have all crafted impressive resumes in their respective hometowns of San Antonio, Philadelphia, and Pheonix. But, as is often the case in the restlessly creative world of culinary, they all want more.

For now, Dobbertin, a repeat 2023 and 2024 James Beard Award semi-finalist, is busy running Best Quality Daughter, which she first opened alongside two friends in 2018 and five years after opening her first brick and mortar concept, Hot Joy. Best Quality Daughter has since become a San Antonio staple featuring Asian-American cuisine with a South Texas influence.

Rueben Asaram, who was trained at the Culinary Institute of America and now owns and operates Reuby in Philadelphia, blends Mexican and Indian flavors. Asaram has a background in fine dining but left to travel as much of the world as he could. The experience inspired him to since create colorful popups throughout his city, which has become his signature.

Lawrence Smith is a bit newer to the scene, working his way from line cook to sous chef to executive pastry chef. In early 2022, he opened Chilte in Phoenix, which he describes as experimental, modernized Mexican cuisine.

Related:Meet the emerging chefs chosen to reimagine Taco Bell’s signature Crunchwrap

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About the Authors

Holly Petre

Assistant Digital Editor

Holly Petre is a digital editor for Nation’s Restaurant News as well as the host of NRN’s podcast, Extra Serving, and producer for Informa Restaurant and Food Group’s other three podcasts, One On One by Food Management, Off the Shelf with SN and In the Kitchen with Bret Thorn. Holly holds a Bachelor of Fine Arts with a concentration in Sculpture, fibers and Material Studies and Ceramics from the School of the Art Institute of Chicago. A native New Yorker, Holly enjoys her place on staff as the resident pop-culture expert and millennial with a sassy attitude and great sense of style.

Holly Petre’s work on Nation’s Restaurant News and Restaurant Hospitality often covers marketing and trends, either aimed-at or examined-through the millennial mindset. Holly is responsible for introducing TikTok and Twitch to NRN and RH readers as well as explaining terms like “Karen” to staff and readers alike. She also spends her time on staff trying not to make every headline a pun.

Holly Petre hasn’t spoken at any events or on panels, but she is readily available with a killer shoe wardrobe and several witty quips.

 

Alicia Kelso

Executive Editor, Nation's Restaurant News

Alicia Kelso is the executive editor of Nation's Restaurant News. She began covering the restaurant industry in 2010 for QSRweb.com, FastCasual.com and PizzaMarketplace.com. When her son was born, she left the industry to pursue a role in higher education, but swiftly returned after realizing how much she missed the space. In filling that void, Alicia added a contributor role at Restaurant Dive and a senior contributor role at Forbes.
Her work has appeared in publications around the world, including Forbes Asia, NPR, Bloomberg, The Seattle Times, Crain's Chicago, Good Morning America and Franchise Asia Magazine.
Alicia holds a degree in journalism from Bowling Green State University, where she competed on the women's swim team. In addition to cheering for the BGSU Falcons, Alicia is a rabid Michigan fan and will talk about college football with anyone willing to engage. She lives in Louisville, Kentucky, with her wife and son.

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