Frito Lay products are some of the most well-loved snacks available in the market today, but they’re even better when you mix them with Mexican food. This time, it’s the unique pairing of Cheetos and burritos that is hitting the market by storm, all thanks to Taco John’s.
Taco John’s recently introduced the Flamin’ Hot Cheetos Burrito, which from the name alone is obviously more than your regular burrito. Wrapped in a fiery flour tortilla is the perfect blend of spicy chorizo sausage, nacho cheese, slices of jalapeno, and chile de arbol salsa. The unique flavors come together in an explosive combination, brought to completion by a generous padding of Flamin’ Hot Cheetos.
Flamin’ Hot Cheetos are incredibly popular, and putting it together with a spicy burrito will only turn up the heat. This latest offering from Taco John’s also comes at a very important time, when more and more Americans are shown to favor flavors that are a lot more spicy, distinctive, and bold.
This is not the first time Frito Lays has done this, although it Is the first time for a burrito. Previously, Frito Lays has partnered with Taco Bell to come up with the Doritos Loco Taco, replacing the usual taco shell with a Doritos-like one. The success of the Doritos Loco Taco only proves that when you take a well-loved popular snack and bring it into a restaurant offering, you please fans from both ends. The innovation has been well-received, and Taco John’s wants to achieve this as well with the Flamin’ Hot Cheetos.
After all, Taco John’s is not exactly as big as Taco Bell is in the Mexican food market. Not everyone knows about Taco John’s, even if its first restaurant was opened back in 1969 in Cheyenne, Wyoming. Taco John’s has over 400 branches across 25 states, and is known for its generous portions, special recipes, and items prepared fresh as you order.
But even then, Taco John’s still has a lot of room to expand, if it wants to reach the success level of a quick service restaurant like Taco Bell. This product is key, because bringing a snack and a brand as popular as Cheetos could only boost market awareness. This thought is echoed by Taco John’s CEO Jeff Linville when he said, “I think the Flamin’ Hot® Cheetos® Burrito will help us attract the attention of guests who currently aren’t familiar with Taco John’s. Raising awareness is very important for us as we work to grow the Taco John’s brand and add new restaurants across the country.”
Taco John’s clearly knows that billion-dollar brand Cheetos has a huge following, and by bringing it into their burrito, Taco John’s would benefit from that following.
To properly launch the product into the market, Taco John’s has come up with a regional TV commercial campaign that brings light into this exciting new offering. The campaign is brought to the public by Chester Cheetah, the very popular brand ambassador for Cheetos. Any Cheetos fan would recognize Chester Cheetah, and the campaign makes him Taco John’s mischievous and fun partner in creating this special menu item.
To support these above-the-line marketing measures, Taco John’s has also turned to technology. This is because you need to turn to the technology to create buzz about any new product, and this is exactly what Taco John’s did. To create buzz around the Flamin’ Hot Cheetos Burrito, Taco John’s came up with a new mobile app, that can be downloaded b users of iPhone and Android. The “Mission: PAWSible” app allows users to have access to exciting games, free food, and other such offerings.
The first step is to download the app on your smart phone, and once you have Mission: PAWSible, you can then start playing the games or missions and earn points from there. Some missions include the Cat Scratch, the Flamin’ Hot Photo Challenge, and so much more. Once you complete the missions and earn points, you can then redeem these points for coupons, food, and other amazing prizes.
Taco John’s knows that to make a product introduction like this really fly, some excitement has to be generated. Taco John’s in itself has a pretty basic menu of Mexican food offerings. They have the usual burritos (e.g. Meat & Potato Burrito, Beef, Bean & Combo Burrito), snacks and sides (e.g. Potato Oles, Chips & Queso, Chips & Nacho Cheese), and other items you would expect from a Mexican restaurant.
But this exciting new product offering from Taco John’s is only available for a limited time, partly because they’re still testing the market and also because when you offer something exciting like this, you want to put a time limit so people try it out as early as possible, and there’s the pressure of trying it out before the supply runs out.