Taco Bell's delay in releasing the Cool Ranch Doritos Locos taco has angered many fans. The latest creation was supposed to be nationally launched on Wednesday, March 6, a full day ahead of the intended date, but numerous locations across the country disappointed anxious customers by not having the new shells.
"While the official launch day of Cool Ranch Doritos Locos Tacos is tomorrow, we're humbled by the overwhelming response to Fan Day. We apologize to those fans who couldn't buy it a day early and are working hard to have all participating locations honor Fan Day today. We want to assure everyone that Cool Ranch Doritos Locos Tacos will be available nationwide tomorrow, March 7," the company told Consumerist.
Taco Bell set new sales records with the release of Nacho Cheese Doritos Locos Tacos just over one year ago. According to commercials, more than 100 million of the Doritos tacos have been sold to consumers and account for "about a quarter of all taco sales," CEO Greg Deed told ABC.
The company currently has 9.8 million Facebook fans who were eager for the release but many were disappointed by the lack of preparation and walked away empty-handed.
"After inviting about 50 colleagues to join me for lunch today, we were told we would have to wait until tomorrow," Andrew Parks posted on Taco Bell's Facebook page. "We were a little disappointed but look forward to going back for dinner tomorrow!"
"It was a pretty clever marketing tactic to convince everyone to go to Taco Bell today just to find out they can't get them until tomorrow… twice as much profit! They don't have them in Dallas, TX yet," added Rebecca Hanna.
Those who did manage to get their hands on the latest creation were not disappointed, though, and tweeted words of praise and plenty of pictures of themselves enjoying the new tacos.
"My 1000th tweet goes out to Taco Bell for the Cool Ranch Doritos Locos Tacos. Been counting down the days," Travis Long tweeted.
"I just had a Cool Ranch Doritos Locos Taco. I'm in love," added Maddie.