Food & Drink

Doritos to Create Endless Feedback Loop in Reality



Despite my fast food habits, I have never once been interested in the Doritos Locos Tacos, with a shell made of Nacho Cheese Doritos. On the other hand, I have been fascinated by the postmodernism of it – at a place that sells actual nachos, you’re also going to give me imitation nacho-flavoring, when your existing nachos are already a downgrade from actual cheese? It’s akin to serving Big Macs as a side order at a steakhouse. As postmodern performance art, I find more of value there than as any kind of item to put inside my mouth.

Which is why I get a bizarre thrill from the way they’re pushing the concept even further. Doritos is making a Taco Bell flavor chip that’s designed to taste like Doritos-flavored Tacos. It’s like that part of Being John Malkovich where Malkovich goes inside his own head, but with more powdered dairy product and flavor enhancers. Quoth the Taco Bell CEO:

“You know you’ve got a big idea when you don’t have to explain it,”

I look forward to the Locos Tacos made from the Locos Tacos-flavored Doritos. But just as irony, not as food. The whole thing is getting a wee bit too close to inbreeding for taste-bud comfort.

via Dallas Observer