After making the biggest debut in Taco Bell history nearly one year ago, the critically acclaimed Nacho Fries have returned to the Tex-Mex quick service restaurant menus of the Irvine, California-headquartered unit of Yum! Brands for a limited time. Challenging the traditional french fry paradigm, Nacho Fries quickly became a cheesy fan-favorite during their first two stints on Taco Bell’s menu in 2018.
Since their departure, the brand has heard an outpour of love from fans both in restaurants and on social media, pleading for their return. Well, fans’ wishes have officially been granted – crisp Nacho Fries coated in bold Mexican seasoning, served with a side cup of warm Nacho Cheese sauce dip, are back.
Not only did Taco Bell’s famous fries change the game, bucking the conventional french fried potato and ketchup pairing in the USA, it also took a page out of the entertainment industry’s playbook by creating movie trailers to promote the debut. The production arm behind the brand’s first two viral trailers, aptly titled Live Más Productions, is back at it again.
“We are delighted to have Nacho Fries make their cinematic return, this time starring in ‘Retrieval,’ in which we seek to address the question of ‘where do Nacho Fries keep going?’ with a new genre and new hero who will go to all lengths to bring them back,” stated Marisa Thalberg, global chief brand officer at Taco Bell.
For the highly anticipated return of Nacho Fries, Live Más Productions introduces “Retrieval,” starring James Marsden as a devoted father who investigates the biggest question the brand’s fans have raised – why have fries vanished and where did they go? The movie trailer, produced in partnership with Deutsch LA, premiered on major networks in North America on January 24.
Taco Bell first debuted the fries with the conspiracy theory trailer “Web of Fries” which explored the reasons Taco Bell was prevented from offering fries in the first place. This past summer the series continued with “Web of Fries II,” highlighting Taco Bell’s victory over the “Burger People” in a future dystopia.
Nacho Fries are now available a la carte for $1.29, Supreme for $2.49, or Bell Grande for $3.49 which comes with classic Taco Bell add-ons including seasoned beef, nacho cheese sauce, tomatoes and sour cream. They also come in the brand’s popular $5 box, which includes the Nacho Fries alongside a Beefy 5-Layer Burrito, a Doritos Locos Taco and a medium-size beverage.
Extra-Spicy in Thailand
Meanwhile, on the other side of the world, the chain officially opened its first restaurant in Thailand last week. The Bangkok outlet is serving up tacos, burritos quesadillas, nachos, fries and other menu pleasers accented with local flavors including an extra-spicy sauce.
“Taco Bell will appeal to the young generation, particularly millennials,” stated Chalermchai Mahagitsiri, chief executive officer of Taco Bell’s Thai franchise partner, Thoresen Thai Agencies.
Elsewhere in Asia, the Tex-Mex style QSR chain is on the scene in China, India, Sri Lanka, Korea, Singapore, Japan and the Philippines. Globally, its 7,000-plus restaurants, 80% of which are owned and operated by independent franchisees and licensees, generated more than $2 billion in sales last year.