Taco Bell Tried To Launch Restaurants In Mexico And Failed ... Twice

Pricing issues and Americanized food

Mexican consumers have shown a strong affinity for American fast food brands, with McDonald's, Burger King, KFC, Starbucks, Pizza Hut, and Subway all enjoying popularity in the country. The issue wasn't Taco Bell's identity as an American fast-food chain, but rather its attempt to market an Americanized interpretation of Mexican cuisine. The salsas were different, the tortillas were likely not made fresh, and the fillings did not align with what Mexicans typically expect. Additionally, some menu items at Taco Bell bore names that did not accurately reflect their Mexican counterparts.

Another significant challenge was the pricing of Taco Bell's menu items in comparison to similar offerings available in Mexico. While specific prices for Taco Bell's original food cart items from 1992 are not documented, reports from Mashed suggest that they were likely more expensive than the typical street food of that era, even though Taco Bell's American menu featured items priced under $0.60 at the time. In retrospect, it seems illogical for Taco Bell to try to enter the Mexican market. Why would Mexicans choose a pricier, heavily processed version of their own traditional food?

How does Taco Bell compare to Mexican food?

It's essential to recognize that the term "Mexican food" encompasses a wide range of culinary traditions; Mexico is made up of 31 distinct states, each with its own unique dishes and specialties. While Taco Bell's menu features names of items you might encounter in Mexico or at a traditional Mexican eatery, the ingredients and methods of preparation differ greatly. Tacos, often regarded as Mexico's most famous dish, are available throughout the country, but they come with various fillings, toppings, and salsas.

For instance, Taco Bell's standard soft taco is filled with seasoned ground beef, which is not a typical filling in Mexico. Instead, popular fillings found across the country include al pastor, carnitas, and barbacoa. Toppings like lettuce and cheddar cheese would be unusual in Mexico; instead, tacos are generally garnished with cilantro, chopped raw onions, a squeeze of lime, and fresh salsa. Additionally, the hard shell used in Taco Bell's crispy taco is not commonly found in Mexico; instead, fried tacos known as tacos dorados or flautas are more prevalent.

At Taco Bell, the Cheesy Gordita Crunch resembles a taco and contains similar fillings to the soft taco. In contrast, a gordita in Mexico is made from thick masa and has a round shape akin to an arepa or pita. Mexican gorditas are typically filled with ingredients like chicharrón, refried beans, or requesón (a soft cheese similar to ricotta). Lastly, many items on the Taco Bell menu, such as the Crunchwrap Supreme or Mexican Pizza, simply do not exist in traditional Mexican cuisine.

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