business news in context, analysis with attitude

The New Yorker has an excellent piece in which it describes the product development at Taco Bell, a story that may fill you with envy, impress your intellect, stimulate your taste buds, or drive you to culinary despair.

It is all a matter of taste.

An excerpt:

"Taco Bell’s food-innovation staff, which includes sixty developers, focusses on big questions: How do you make a Cheez-It snack cracker big enough to be a tostada? What are the ideal Cheez-It dimensions to guarantee that the tostada won’t crack inconveniently when bitten into? Or consider the Doritos Locos Taco: What safeguards can be implemented to prevent the orange Doritos dust from staining a consumer’s hands or clothing? Can fourteen Flamin’ Hot Fritos corn chips be added to the middle of a burrito and retain their crunch? Can a taco shell be made out of a waffle, or a folded slab of chicken Milanese? These are all problems of architecture and scalability; fast food is assembly, not cooking."

You can read the story here.

KC's View:

I vote for this being "taco hell."  But that's just me.  The story itself is fascinating, though, to be fair, it is about assembly, not cooking.