Taco Bell’s “Tacotostadas” in Mexico


Taco Bell is returning to Mexico. Fifteen years ago Taco Bell attempted to enter the Mexican market but failed. Now the company is trying a new marketing strategy. Taco Bell does not proclaim itself as “taqueria” that sells authentic Mexican tacos, rather they sell American fast-food style “tacotostadas” (folded tostadas) with french fries.  Despite this item menu change the company still sells gorditas, burritos, and chapulas and has not changed its name to “Tacostostada Bell.” Many Mexico residents are offended that Taco Bell is once again running south of the border and “conquering” the “taco,” a staple of Mexican cuisine. This move represents another threat to Mexico’s food sovereignty. Mexico is unable to grow the food staples—beans, corn, and rice—because under the North American Free Trade Agreement U.S. farmers import them for cheaper prices thus undercutting homegrown prices, killing the countryside, forcing farmers out of business and migrating to the United States where they find employment in fast food outlets like Taco Bell.


About josemalamillo

Professor of Chicano/a Studies California State University Channel Islands, Camarillo, CA
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One Response to Taco Bell’s “Tacotostadas” in Mexico

  1. es tan patetiko ke piensen ke taco bell lego a sustituir la comida mexicana y por gente como ustedes kiebra la kompañia ke al igual ke ustedss buscan la manera de mantener sus ingresos y la perdida de tabo bell mexico de nuevo ahora el 3 de diciembre del año 2009 fue una perdida millonaria para los inversionistas y una perdida de empleo para los juvenes ke laborabamos ahy
    todo por la ignorancia de creer ke llegaron a sustituirlos no … eso no era nada mas ke otra manera de comer rapido y comida no tan falsa omo la de mc donalds o la de algon pollo ke apoco ustedes kreen ke esa es comida natural … porfavor señores no se ofendan los tacos son mexicanos y todos lop saben y taco bell siempre va ser otra cosa

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