When Taco Bell first launched in America, its menu of tasty Mexican cuisine was trumpeted with the slogan: “Cross the Border”. The firm’s latest venture requires a swift rewrite. In the latest twist of globalisation, Taco Bell is planning to subdue a new territory with Mexican burritos and tacos — Mexico.
In a daring consumer assault akin to selling sacks of ice to the Eskimos, the American fast-food chain has opened the first in what it hopes will become a chain of 300 restaurants south of the border.
Taco Bell has even taken out a half-page newspaper ad in an attempt to brand the chain as American. The advert reads: “One look alone is enough to tell that Taco Bell is not a ‘taqueria’. It is a new fast-food alternative that does not pretend to be Mexican food.”
Yet the advert has not placated critics such as Carlos Monsivais, a pop-culture historian, who said: “It’s like bringing ice to the Arctic. Taco Bell wants to take advantage of the perception that if something comes from the US, it tastes better.” The Scotsman, 11 October