Taco Bell Delay: Fans Outraged Over Cool Ranch Doritos Taco Saga

Thursday, 07 Mar 2013 08:53 AM

By Alexandra Ward

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Taco Bell fans anxiously awaiting the debut of the new Cool Ranch Doritos Locos Tacos were pleasantly surprised when the chain announced earlier this week it would bump the release up a day to Wednesday. The excitement quickly turned to outage, though, when customers swarmed Taco Bell locations only to be told a delay meant they would have to wait until Thursday after all.

"After inviting about 50 colleagues to join me for lunch today, we were told we would have to wait until tomorrow," Facebook user Andrew Parks wrote on Taco Bell's page.

"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!" user Rebecca Hanna said of the delay.

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"You lied to me!! I thought we had a better relationship than this!!" Facebooker Kevin Kinney lamented.

"Annoyed I wasted gas for this crap that wasn't available," said Shawn Skeeter Reagan.

Though Taco Bell had previously announced March 7 as the release date for the new Doritos taco, an announcement posted on the company's Facebook page Monday read, "You told us you can't wait. Now you don't have to," with a photo of the date "3/6/13."

What customers didn’t seem to realize was that the day-early promo only applied to select Taco Bell restaurant locations.

"We're humbled by the overwhelming response," a Taco Bell representative told the San Jose Mercury News Wednesday. "We apologize to those fans who couldn't buy [the Cool Ranch Doritos Locos Tacos] a day early."

The tacos will be available nationwide Thursday, the representative added.

The fanfare over the Cool Ranch Doritos Locos Tacos — the sequel to last year's Doritos Nacho Cheese taco shell — has been building up in recent weeks, as customers geared up for the originally billed Thursday release.

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