• Fast Company, Wednesday, May 1, 2013 10:26 AM

Taco Bell CEO Greg Creed realized the chain wasn't exactly new, so he decided to rethink the crunchy taco. "If you look at all the buns the burger boys sell, and the bread at Subway, they are forever coming up with a new bread bun. The crunchy taco: It was yellow and made of corn." No innovation. He set a do-or-die March 2012 deadline. The company convened at the mothership and considered 30 variations. A Frito-Lay variation made sense: a Doritos-based taco shell pocketed with Taco Bell ingredients. The chip-to-shell story at the jump. 

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