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Taco Bell Sales Are No Longer Lifted by Doritos Locos Tacos

Doritos Locos tacos
Doritos Locos tacosPhotograph by Patrick T. Fallon/Bloomberg

The Doritos Locos Tacos effect is wearing off at Taco Bell. After two years on the market, the popular taco-in-a-flavored-Doritos-shell is not the sales machine it used to be.

In the quarter after the company launched DLT in 2012, same-store sales jumped 13 percent. Then the Cool Ranch-flavored variety, which hit stores in March 2013, resulted in a smaller, single-digit sales increase. With each successive DLT launch—Fiery DLTs last summer and this year’s Spicy Chicken DLT—the impact has diminished.