While some fast-food chains build a brand around menu mystery, others take the opposite approach and invite customers to actively decide which items to remove, bring back or make permanent.
One of the biggest examples of the latter, Yum! Brands (YUM) -)-owned Taco Bell has been holding periods in which it asks fans to cast votes on which items from the chain's massive discontinued vault should make a return.
DON'T MISS: Taco Bell Is Giving Fans a Chance to Decide Fate of Some Iconic Items
Back in April, the Beefy Crunch Burrito With Fritos Flamin' Hot Flavored Corn Chips had beat out the Cool Ranch Doritos Locos Tacos with 59.9% of the more than 950,000 votes cast on Taco Bell's mobile app. In November 2022, the Enchirito (a classic dating back to the 1970s) beat out the 2000s-era Double Decker Taco and remained on the menu throughout spring 2023.
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The Beefy Crunch Burrito Is Almost Here (and People Are Excited)
While the Beefy Crunch Burrito was originally scheduled to reappear at Taco Bell stores on Aug. 3, customers in certain states have already reported spotting it in some places while Taco Bell formally confirmed that members of its loyalty program will get early access through the app from Aug. 1.
The pull toward the winning vote was helped by a fan campaign led by a viral Facebook group begun by California leader Richard Axton. The combination of ground beef, rice, and cheese inside a tortilla filled with Frito-Lay's Hot Fritos was first introduced in 2010 but was discontinued less than a year later. Despite its short stay, it has become a massive favorite with a cult following.
The 'Beefy Crunch Movement' And the Power of Social Media
Throughout the years, the growing group of fans has been clamoring for the burrito's return and even succeeded in getting the chain to bring it back for a few weeks in 2012, 2016 and 2018. One member of what became known as the "Beefy Crunch Movement" even promised to tattoo the burrito on his body if it won and, when it did, posted a video of getting it done in the group.
This time, the burrito is coming back for a few months in the late summer and early fall at a price of $2.49 or as part of a $6.49 combo with drinks and sides.
"I couldn't be prouder of the Beefy Crunch Movement," Axton said in a press release after Taco Bell first announced that the Beefy Crunch Burrito won the vote-off.
"We banded together earlier this year, got the votes in and we are beyond pumped to finally get a taste of what we believe is the best item to ever hit Taco Bell menus," Axton said.
Taco Bell, in turn, recognized the fan love behind this item but did not make any commitments toward making it permanent as many would like. Limited-time offers are often a way for chains to test sales and make decisions for menus further down the line.
“We knew the Beefy Crunch Movement, made up of more than 66,000 followers across various social media platforms, was going to be tough to beat," a chain spokesperson said to several media outlets in a statement. "Day in and day out this community rallied and reminded its members to vote daily for the return of their most-cherished menu item."
