Long Live The New Taco: US Taco

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By: Emory Brown

Taco Bell has been in the taco business for some time. I remember running to the nearest Taco Bell after school to get their famous chicken burritos with my guys. At that time in my life, there was nothing better in the world than Taco Bell. Plus, they had the coolest ad campaign around with the little Chihuahua.

Taco branding hasn’t seen a better campaign. Yet, despite all of this, when you become a true fan of Mexican cuisine, your taste buds demand a higher standard that fast food can’t deliver, because sometimes great food needs tender love and care. And US Taco is here to deliver it one taco at a time.

The great thing about US Taco is that they are a Taco Bell company, so they know a thing or two about making tacos. US Taco was birthed from the taco enthusiast’s need to have a great taco. McDonald’s Chipotle brand is dominating the marketplace because they recognized the opportunity and jumped right on it, hence the war that’s being waged against McDonald’s in their new ad campaign to promote Taco Bell’s breakfast line. And Taco Bell is doing pretty well in the breakfast category this year.

However, with the creation of US Taco, the great minds behind the Bell are coming for our stomachs and our hearts. The company as a whole is a new concept; they are a green-based organization that uses 100% recyclables. They donate a portion of the proceeds of every taco to an organization called the Best Day Foundation, which helps kids with special needs build self-esteem through fun activities.

Plus, the menu is heaven, with cool names like The Winner-Winner Chicken Dinner, which consists of crispy chicken on a corn tortilla with jalapenos, roasted corn pico de gallo, jalapeno southern gravy, and jalapeno-cilantro. The food presentation is excellent, and the menu doesn’t stop. I can’t even begin to write the other options of “Mexican Magnificence.” US Taco, hands down, is going to be one of the new chains in the taco business that will have us savoring the flavor for years to come.

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About the Author

Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.

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