When Taco Bell Tried (And Failed) to Conquer Mexico

Mike Mozart, Flickr // CC BY 2.0
Mike Mozart, Flickr // CC BY 2.0

In 1948, nearly 15 years before he founded Taco Bell, Glen Bell opened a hot dog stand called Bell's Drive-In in San Bernardino, California. It was Bell's first venture into the fast food industry, and it wasn’t a smash hit. Locals were far more interested in the Mexican restaurant across the street.

After watching customers line up to try the competing establishment’s signature hard-shell tacos—and convincing the owners to show him how to make them—Bell switched his focus to Mexican food and launched what would eventually become the world’s most successful taco chain.

Visit a Taco Bell today and you’ll see plenty of signs of Mexico’s influence, from the clay-tiled roofs and arched doorways to the Spanish words peppered throughout the menu. With more than 7000 locations across 30 countries—including Finland, Romania, Canada, and Japan—Taco Bell is some patrons' sole point of reference for Mexican cuisine.

The one notable place where Taco Bell has failed to catch on is in Mexico, a country with more than 350 KFCs and 400 McDonald's, which is located just 130 miles away from where Taco Bell was founded. This may not be a surprise to anyone who has ever dined in Mexico, where tacos are cheap, easily accessible, and aren’t typically made with mysterious ingredients. But these facts didn’t stop Taco Bell from trying to establish locations in Mexico not once, but twice—and failing miserably each time.

Starting Small

For its first effort to infiltrate the taco’s home territory, Taco Bell started small. Instead of opening a Spanish colonial-style brick-and-mortar store, the company launched a modest food cart in Mexico City in 1992. The 9-foot-long, heated buffet table was built inside a Kentucky Fried Chicken, as both chains were owned by PepsiCo at the time. Items Americans would have been familiar with were sold there, like nachos and burritos, but the Mexican menu was also different in a few major ways.

Taco Bell’s classic hard-shell tacos were nowhere to be seen; in their place were tacos bundled in soft corn or flour tortillas, much like those you'd find sold on the streets of Mexico City. Instead of a concoction of ground beef and taco seasoning, tortillas were either filled with shredded beef, pork, or chicken. The meats were imported frozen from the U.S., but the sauces and condiments were sourced locally in Mexico.

The attempt at authenticity didn't land with everyone. Georgina Gil, one of the stand's employees, told the Cox News Service shortly after Taco Bell opened, "Some [...] are a little offended. They get a serious look on their face and say things like 'How can Americans imagine they can come to sell tacos in the home of the taco?'"

Even if the quality was up to par, Taco Bell couldn’t compete with the prices of Mexico’s taqueros. An order of tacos and a small drink cost about 9500 pesos, or $3.25—definitely cheap, but still pricier than what was being sold from street carts at the time.

The food cart wasn’t the only Mexican location Taco Bell experimented with in the 1990s. The chain opened a handful of outposts next to KFCs in Mexico, but just two years after launching their standalone eateries, Taco Bell shuttered all of its Mexican shops in light of disappointing sales and a struggling economy.

Taco Takeover: Take Two

Even after this failed experiment, the fast food giant still had its sights set south of the border. Throughout the 1990s and 2000s, Taco Bell grew from a largely domestic chain to a global brand. By 2007, the company was operating 230 stores outside of the U.S., and that year—emboldened by its international success—the company decided to take a second crack at the Mexican market.

This time would be much different from the first attempt. Taco Bell executives now realized that their product couldn’t compete with local businesses on the authenticity front, so instead of ignoring the chain's American roots, the new restaurants would lean into it. Customers who walked into the new location in a shopping center parking lot outside Monterrey, Mexico, wouldn’t find pulled beef in soft tortillas on the menu; they could now order hard-shell tacos that were identical to the ones sold in the U.S. Now, though, they were called tacostadas, to make it clear they came on a crispy, tostada-like tortilla, unlike what Mexicans were used to with traditional tacos.

In addition to bringing over classics from the original menu, Taco Bell Mexico added a few new items to make the restaurant feel even more American. Years before the chain’s nacho fries debuted in the U.S., the Monterrey Taco Bell sold French fries topped with ground meat, cheese, cream, and tomatoes. Soft-serve ice cream was also available.

Fresh Approach, Sour Response

While stateside Taco Bells offered a fast-food interpretation of Mexican dishes that catered to American palates, Mexico's Taco Bell aimed to do the reverse. A half-page newspaper ad promoting the new store read: "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."

A woman leaves a Taco Bell restaurant in Davie, Florida
Joe Raedle, Getty Images

Despite the fresh approach, this unapologetic version of Taco Bell was just as much of a dud as the 1992 food stand. After sampling the fare, The Chicago Tribunes Latin America correspondent, Oscar Avila, wrote: “To scarf down a Fiesta Burrito in Mexico felt like patronizing a Panda Express at the foot of the Great Wall. You wouldn't think of chugging Natural Light at Oktoberfest in Munich. Or sneaking out of the Cannes Film Festival to catch Transformers.”

Taco Bell initially had plans to roll out 300 locations across Mexico, but the chain never expanded beyond Monterrey. The new location outlived the Mexico City stand, though not by very long: Taco Bell officially declared the store a failure three years after it opened and vacated Mexico a second time in 2010.

Numerous rejections from the only country whose opinions on tacos matter didn’t do much to hurt the Taco Bell brand, though. The company has been quick to adapt to the social media landscape and to tap into the Millennial base—two things that many other fast-food franchises have struggled with. Over the past five years, its system sales have grown by 33 percent, and the next step for the brand is aggressive growth on an international scale.

In May 2019, it announced plans to open 600 new locations in India alone and enter markets in Portugal and Indonesia for the first time. But Taco Bell has clearly learned its limits: Mexico is mentioned nowhere in the expansion strategy.

10 Delicious Hot Chocolate Mix-Ins

Lilechka75/iStock via Getty Images Plus
Lilechka75/iStock via Getty Images Plus

It's hot chocolate season—and while there's nothing wrong with plopping in a few marshmallows into your hot cocoa, there are many other ways to spice it up. Whether you're bored or just looking to try something new, these 10 ingredients will take your hot chocolate to the next level.

1. Peanut Butter

A jar of peanut butter in a white bowl with peanuts on a blue table.
Kevin Brine/iStock via Getty Images Plus

If you're a fan of the peanut butter and chocolate combination, this recipe from One Ordinary Day is for you. Just add a few dollops of regular, creamy peanut butter right into your saucepan along with the chocolate and enjoy.

2. Nutella

For a hazelnut flavor, mix some nutella into the saucepan. This one goes best with a whipped cream garnish.

3. Maple Syrup

Maple syrup in a glass bottle on a wooden table.
showcake/iStock via Getty Images Plus

For a New England twist on cocoa, add a couple teaspoons of maple syrup. If you need an extra kick, a couple pinches of nutmeg will do.

4. Cinnamon

A mere teaspoon of cinnamon in a saucepan of hot chocolate is all it takes to create a delicious mix of cinnamon hot chocolate.

5. Oreos

sandwich cookies on a blue background
stacey_newman/iStock via Getty Images Plus

You’ll need a food processor or blender to chop up around four oreos until they're the texture of sugar. Add it to the hot chocolate mix, then top with whipped cream and more crushed Oreos.

6. Peppermint

For a batch of peppermint hot chocolate, all it takes is three drops of peppermint oil and a pinch of salt.

7. Ginger

fresh ginger on a black background
martinrlee/iStock via Getty Images Plus

To make hot cocoa taste like gingerbread, add one piece of ginger, 10 cloves, and two cinnamon sticks while cooking.

8. Chili Powder

If you really want to spice up the beverage, whip up a batch of Mexican hot chocolate. This includes a little bit of ground cinnamon and a pinch of chili powder.

9. Cherry

Cherries in a jar.
Freila/iStock via Getty Images Plus

For a full batch of hot chocolate to taste like cherry, it takes a few tablespoons of maraschino cherry juice.

10. Booze

There are many types of alcohol that go well in hot chocolate. Some options include brandy, Kahlua, peppermint schnapps, raspberry liqueur, tequila, amaretto, Bailey’s Irish Creme, and even red wine.

101 Years Later: Remembering Boston's Great Molasses Flood of 1919

Boston Public Library, Flickr, Public Domain, Wikimedia Commons
Boston Public Library, Flickr, Public Domain, Wikimedia Commons

On January 15, 1919, Boston suffered one of history’s strangest disasters: a devastating flood of molasses. The “Great Molasses Flood” tore through the city's North End and deposited so much gooey residue that locals claimed they could still smell the molasses on warm days decades later.

While most of us probably think of molasses as a tasty ingredient in treats like gingerbread, the sticky stuff has quite a few other uses. With a little know-how, one can turn molasses into rum or industrial alcohol fairly easily, and the Purity Distilling Company had built the gigantic tank in Boston’s North End in 1915 to supply its booze-making operations.

The steel tank was enormous: 50 feet tall, 90 feet across, and capable of holding 2.5 million gallons of molasses. (Although Prohibition kicked in with Nebraska’s ratification of the Eighteenth Amendment the very next day after the 1919 disaster, the United States Industrial Alcohol Company, Purity Distilling’s parent company, still had a license to distill alcohol for industrial applications.)


By Unknown - Anthony Mitchell Sammarco. Boston's North End. Arcadia Publishing, 2004, Public Domain, Wikimedia Commons

The massive tank was nearly full on January 15, thanks to a recent infusion of 2.3 million gallons of molasses from Puerto Rico. Just after noon, something went horribly wrong. Witnesses later recalled hearing a noise like gunfire as the tank’s rivets popped and the steel sides ripped open. Suddenly, 26 million pounds of molasses were tearing down Commercial Street in a 15-foot wave.

A shockingly destructive force

A giant wave of a sticky foodstuff sounds like something from a cartoon, but the surging molasses was a shockingly destructive force. The wave moved at upwards of 35 mph, and the power was sufficient to rip buildings off of their foundations. The molasses snapped the support girders from an elevated train track and smashed multiple houses. The Massachusetts Foundation for the Humanities’s website claimed the property damage alone totaled around $100 million in today’s dollars.

The human cost of the disaster was even more grim. The wave of molasses moved so quickly and so forcefully that anyone who was unlucky enough to be in its way didn’t stand much of a chance. They were either knocked over and crushed or drowned in the goo. The flood claimed 21 lives, and another 150 people suffered injuries. Any flood would have been disastrous, but the viscous nature of molasses made rescue attempts even trickier. Medics and police officers arrived on the scene quickly but had to slog through waist-deep goo to reach victims.


Boston Post, Public Domain, Wikimedia Commons

Even after the victims had been pulled from the muck, cleanup crews quickly learned that getting rid of 2 million gallons of molasses is no small task. In his book Dark Tide, Stephen Puleo wrote about one of the chief obstacles to the cleanup: firefighters couldn’t just use their hoses to blast the molasses off of buildings and streets with fresh water. Eventually they realized that saltwater would cut the hardened molasses and enable them to hose it down the streets into gutters. Thanks to all the foot traffic of rescue workers, cleanup crews, and rubberneckers, the sticky mess quickly moved around the city via people's shoes. In all, the cleanup effort required over 80,000 man-hours.

The Blame Game

How did this tragedy happen in the first place? The United States Industrial Alcohol Company was quick to blame everyone’s favorite early 20th-century scapegoats: anarchists. The company claimed that since its alcohol was an ingredient in government munitions, anarchists must have sabotaged the tank by detonating a bomb. Another theory explained that the molasses had fermented inside the tank, which led to an explosion.

Investigators soon found the real culprit, though: shoddy construction work. The company had been in such a hurry to get the tank built back in 1915 that it didn’t cut corners so much as it ignored the corners completely. Modern studies have found that the tank walls were both too thin and made of a steel that was too brittle to withstand the volume of molasses.

The man who oversaw the construction wasn’t an engineer or an architect; in fact, he couldn’t even read a blueprint. The tank needed to be an engineering marvel to hold all that weight, but the company never even consulted an engineer on the project. Basically, it threw up a gigantic tank as quickly and as cheaply as possible, skimped on inspections and safety tests, and hoped for the best.


Public Domain, Wikimedia Commons

In light of these details, it’s amazing that the tank held together for four years. Nearby residents reported that the tank had leaked since its construction. Rather than fix the problem, the United States Industrial Alcohol Company had painted the tank brown so the leaks would be less noticeable.

The largely working-class North End residents who had lost their homes and loved ones in the disaster predictably turned their rage toward the United States Industrial Alcohol Company. USIA soon found itself named as the defendant in 125 lawsuits, which led to a legal battle that nearly matched the flood’s scale.

The Massachusetts Superior Court named Colonel Hugh Ogden as the auditor who would hear the evidence and report back on the cause of the disaster. It took Ogden nearly six years to hear testimony from 3000 witnesses. When he finally penned his report, he concluded that there was no evidence to support the company’s theory of anarchist saboteurs. Instead, Ogden found that the “factor of safety” in the tank’s construction and inspection had been woefully low. USIA was liable for the damage and paid around $7000 to the family of each victim.

The Great Molasses Flood still seems like a tragedy that could have been averted, but the disaster really drew attention to the potential repercussions of shaky construction. The case helped prompt Massachusetts and many other states to pass laws requiring that engineers and architects inspect and approve plans for major construction projects.

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