Wednesday, October 10, 2007

Es otra cosa

Fifteen years after it gave up, Taco Bell is once again moving to Mexico with the slogan “Es otra cosa” (it’s something else). The slogan seems unnecessary, as I don’t think anyone in Mexico is under the impression that Taco Bell is Mexican food. Perhaps a better slogan would be “What exactly is it?”

The story has some great quotes. One is that it might succeed precisely because wealthy Mexicans will see it as a status symbol of the U.S.:

“It's like bringing ice to the Arctic,” said pop culture historian Carlos Monsivais. “Taco Bell wants to take advantage of the perception that if something comes from the U.S., it tastes better, that a country that has been Americanized is willing to Americanize food that is central to its cuisine.

“It is an absurd idea, and given that it's so absurd, it may just be successful in upper-class areas,” Monsivais added.

But even better, a taco shop worker in Tijuana gave his own appraisal of Americanized Mexican food:

“Competition? Please,” he said. “Personally, I like the Jack in the Box tacos. Now those are good tacos. How come those guys don't come here?”

There you go. Taco Bell might flop, but Mexico may be ready for a guy with an enormous ping-pong ball head. Go figure.

h/t Entérese Charlotte


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