Tacos are near and dear to my heart, therefore I’ve declared today is Taco Tuesday. Vamos a ver que tacos me invento for lunch.
Speaking of Tacos, Aaron Byrd and Michael Moss and the geniuses over at the New York Times have made a wonderful video infographic on the subject of Doritos Tacos at Taco Bell: “What’s In It: Doritos Locos Tacos.”
Now these are NOT tacos that I would recommend by any means. I have yet to taste them but after watching the video I don’t think I will. However, the process by which they were created and the effect they have on people is truly fascinating.
In a nutshell, Doritos Locos Tacos are, according to the authors, a “marriage made in processed food heaven.” As they explain, the tacos are “engineered to target taste buds using the most powerful features known to manufacturers.” Basically they’re made up of a bunch of processed junk and fat, designed to make you want more. “Real power lies in what food scientist call Psychobiology: the study of how the brain reacts to stimuli.” 100 million Doritos Tacos sold in 10 weeks prove they’ve found a formula that works, and a market of “pretend taco” addicts.
In the video, I loved the simplicity of the graphics, the animation and the explanation- even though I wouldn’t be inclined to try these “tacos”. No siree Bob, not for me.
Para mi, the best tacos in the universe, en el mundo mundial, are located in one place and one place only: Mexicali, Baja California, México. That’s it! And if you want impressive numbers, I’m sure all the taqueros on the street and the finer, established taco joints will tell you they’ve sold Zillions and Zillions of tacos in their lifetime, no scientific or manufactured ingredients needed.
Just give me dos de asada, una cuata y “échale todo”. That’s true Psychobiology for me.
Here’s the link to the video from The New York Times. It’s worth a few minutes of your time and will definitely get you thinking.