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" Let me make one thing very clear: The Doritos Locos Tacos do not make a meal. Nor do they make a junk-food snack. They exist in a surreal middle-universe between that which we eat on weekends watching the game and that which we would consider appropriate for a Mexican lunch. That Taco Bell is doing so extravagantly well with their Doritos Locos Tacos that they are now promising a Cool Ranch Dorito Loco Taco, based on everyone&amp;#039;s second-favorite Dorito flavor, is somehow simultaneously absurd and perfectly logical. Taco Bell, the company that mocks vegetables, liberally endorses over-eating, banks on chihuahuas and stoners (which led to this unfortunate photo), raked in loads of money when someone at the company decided combining junk food with a fast-food meal was a great idea. And it was. So as ridiculous as selling 200 million Doritos Locos as of last summer alone sounds, it&amp;#039;s working, and it&amp;#039;s boosting parent company Yum! Brands&amp;#039; profits accordingly. By playing to our ranch-flavored vices, Taco Bell has now become an unstoppable force in American food culture. In recent years, though, there&amp;#039;s always been another contender in the Mexican fast-food ring, and that is the sustainability-focused, minimally designed, good-humor spreading Chipotle. It refuse to the junk-food route, and instead are attempting to supplant the Taco Bell stranglehold on the Mexican fast-food sphere by marketing themselves as a lifestyle brand. Indeed, on this very day, the one that Taco Bell began by announcing their Cool Ranch creation, their chief competitor sent out word that it was selling organic hoodies and producing a comedy series starring Ray Wise: Chipotle&amp;#039;s comedy series, &amp;quot;Farmed and Dangerous,&amp;quot; which comes out later this year stars Ray Wise, the &amp;quot;Twin Peaks&amp;quot; and &amp;quot;RoboCop&amp;quot; actor. The show is about a group of people whose job it is to put a positive spin on the most negative aspects of industrial farming \u2014 an issue that Chipotle also took on in its &amp;quot;Back to the Start&amp;quot; short film with Willie Nelson vocals. Bloomberg called it selling &amp;quot;idealism&amp;quot;, which is exactly what our nation needs to begin the hard -- probably impossible -- work of washing our hands of all that orange Dorito dust. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.esquire.com/food-drink/food/a18502/taco-bell-doritos-locos-tacos-cool-ranch-chipotle-organic-hoodies-15035670/?click=news>