Taco Bell announced yesterday it would be bringing back its fan-favorite, the Beefy Crunch Burrito for a limited time.
The Irvine, California-based fast food chain said in a statement on their Facebook page the Beefy Crunch Burrito would be returning as one of their $2 combo-specials complete with a Mountain Dew Baja Blast beverage. The Beefy Crunch Burrito, or the “BCB”, as its referred to by a wildly popular fan-initiated Facebook page, the Beefy Crunch Movement, will be on Taco Bell menus for only five weeks. The Beefy Crunch Burrito was last on Taco Bell menus two years ago, after its initial release, then removal from menus in 2011.
Richard Axton, a Taco Bell “superfan” who manages the Beefy Crunch Movement’s Facebook page told Nation’s Restaurant News yesterday, “I am extremely excited for everyone to get a chance to reunite with the BCB. Appreciate Taco Bell making this happen in the short term.”
Much of the hype surrounding the Beefy Crunch Burrito revival comes directly from the BCB Facebook page and Taco Bell acknowledges it: “The Beefy Crunch Burrito has a storied history as one of our moved beloved burritos, fueled by the passionate online community,” Matt Prince, a spokesperson for Taco Bell said in an emailed statement. “It’s their advocacy and love for the burrito that continues to bring it back on a limited time basis,” he wrote.
Beefy Crunch Movement, which Axton has been managing since May of 2011, boasts of 73,000 followers and was created in an attempt to prompt Taco Bell into making the BCB a permanent menu item. The page states in its “About” section they are, “A social media movement dedicated to bringing back one of Taco Bell’s most popular and amazingly tasty burrito ever, the Beefy Crunch Burrito.” There is also a Beefy Crunch Movement website featuring memes, a comic strip, and a collage image of various Beefy Crunch Burrito-inspired tattoos.
The Beefy Crunch Burrito revival comes during the same week Harris Poll released results from a nationwide customer survey that named Taco Bell the “best Mexican restaurant in the country.” If that seems absurd to you, you aren’t alone. The survey, which polled 77,000 customers on more than 3,000 brands, was met mostly with disdain on Twitter. Most of the Twitter users complained that Taco Bell shouldn’t even be considered Mexican food, at least not authentic Mexican food. Authenticity has become something most consumers demand from the businesses we hand over our undoubtedly hard-earned money to. Taco Bell being willing to listen to its consumers on their opinions about things as important as menu items though, seems to suggest that being The Best at something can have a multifaceted meaning.