The unlikely success of the Doritos Locos taco at Taco Bell

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Taco Bell scored the biggest hit of 2012 in the fast food industry, and it wasn’t really very close.

The Doritos Locos taco, released last year, helped Taco Bell increase sales 8 percent. The chain sold over 1 million Doritos Locos tacos every day last year.

So, of course, a sequel is here: the Cool Ranch Doritos Locos taco, a relatively obvious choice, but one almost certain to continue the chain’s rise.

What’s the secret? Unlike other fast food restaurants, Taco Bell is aiming directly at its base rather than trying to expand into new markets.

See the full story at The Daily Beast.