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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

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