Blogs & Comment

Where is Canada’s national taco strategy?

No, seriously.


Like many technological products and services, the Doritos taco isn’t available in Canada.

The Daily Beast had an entertaining article last week, provocatively titled “Can this taco save America?” The taco in question, of course, is Taco Bell’s Doritos Locos taco, which features a shell made from Doritos chips. More correctly, there are now two of these tacos—the original nacho cheese one and the recently launched Cool Ranch flavour, which I sampled (and reviewed) on launch day.

Taco Bell says it added 15,000 new jobs in 2012 to handle demand for the amazingly popular taco. The chain sold more than 375 million of the tacos last year or, as the article puts it, nearly one million a day:

That’s a lot of jobs for one little taco. And it’s a sign, however troubling to nutritionists, that U.S. companies can still prosper by pitching new, innovative products to the perpetually pinched American consumer. While its competitors in the fast-food industry have been pushing for growth in developing markets, Taco Bell has been focusing on its own backyard.

I also find this really interesting because we’re now able to see how much a low-end American job is worth… in tacos. A quick, back-of-the-envelope calculation means such a job amounts to 25,000 tacos. That’s not that many. On my trip down to Buffalo, my friend and I consumed six Doritos tacos between the two of us, or roughly 1/4000th of a new job. You’re welcome, America.

Up here in Canada, many of us have been complaining about the government’s failure to produce a digital strategy, or a plan to get the country moving on technological matters. Given what’s happening down south, how about a national taco strategy?

Taco Bell has so far not deemed Canada worthy of receiving the Doritos Locos tacos. The government needs to get involved here—look at the jobs we’re missing out on!