Taco Bell Doritos Locos Tacos

Taco Bell replaced the taco shell with a Doritos chip and sold 1 billion of them in the first year (2012). The Doritos Locos Taco generated $1 billion in revenue faster than any product launch in fast food history and required Taco Bell to hire 15,000 new employees to meet demand. The development took two years because Frito-Lay had to engineer a Doritos chip strong enough to hold taco fillings without breaking. The Cool Ranch version followed in 2013. It's the most successful co-brand in fast food history and proved that combining two junk food brands creates exponential, not additive, demand.