If you told me 12 years ago that Taco Bell would one day become a dairy destination, I might have raised an eyebrow. But after a dozen years of working side by side with this brand representing the dairy checkoff, I can honestly say there has never been a more exciting time for dairy – or Taco Bell.
Taco Bell is crushing it. The restaurant chain was up 9% in same-store sales in its first-quarter earnings report. That is not just good for the quick-serve restaurant space – it is market-leading performance. And that is exactly why Dairy Management Inc. (DMI) partners with Taco Bell.
They move fast, they are not afraid to take risks, and when something works, they are all in. And for the dairy checkoff, that means more opportunities to get dairy on the menu in bold, delicious ways.
Just this year, DMI helped launch a string of successful dairy-forward items. The Cheesy Dipping Burritos showcase the craveable grilled cheese crust we helped develop in partnership with Taco Bell. Then came the Toasted Cheddar Street Chalupas – smaller and portable but packed with melty and crispy cheese inside and out. And do not forget the Steak and Queso Crunchwrap Sliders – these are dippable little flavor bombs built around a rich, creamy queso DMI helped develop.
That is just the start.
Toasted cheddar street chalupas. Image courtesy of Dairy Management Inc.
DMI and Taco Bell are working on ideas that push the boundaries of what dairy can do. Ever seen a taco shell made entirely of cheese? It is in testing right now and consists of real cheese, baked until it is crispy and strong enough to hold your favorite fillings. No flour. No corn. Just 100% cheese. It has been years in development, and now Taco Bell has a great product which was prototyped at the checkoff-funded Center for Dairy Research at the University of Wisconsin – Madison.
And there is more to come – especially in beverages. Taco Bell recently introduced a store concept called Live Más Café in Chula Vista, California, which features a unique dining experience with a specialty beverage menu. That is where Churro Chillers come in – sweet, creamy, iced-blended beverages with Mexican-inspired flavors like Mexican chocolate. And yes, they are crafted with milk and cream. These drinks are new territory for Taco Bell, giving consumers an additional reason to visit the restaurant.
A big reason DMI and Taco Bell move so quickly and successfully is because it is a team effort. My colleague Cosi Pearce, also a dairy scientist representing the checkoff, is my partner in innovation. Pearce has contributed to several projects, including the Churro Chillers and a new cheesy handheld called the Crispalupa. She has taken on a lot of day-to-day work with Taco Bell’s culinary and marketing teams and helped bring these new menu items to reality.
Having both of us on-site has doubled our ability to support Taco Bell and make sure dairy continues to be a star. And that is one thing that has changed dramatically since I first started working with Taco Bell: the role of dairy. It used to be a garnish – cheese on top of a taco, sour cream on the side.
But now? Dairy does not take a back seat on Taco Bell’s menu. It is in the driver’s seat, fulfilling consumer cravings.
It is easy to get caught up in the fun of it all – the flavors, the commercials, the product launches. But at the heart of this work is a simple question we as DMI scientists constantly ask ourselves: How does this benefit dairy farmers? If we cannot answer that clearly, we reevaluate or move on to the next opportunity.
We had a moment a while back that really brought this full circle. We invited Taco Bell employees to visit a dairy farm. For many, it was their first time meeting a farmer, seeing the cows, the land, the care that goes into everything you do. You could see how much it meant. It clicked and dairy became more than an ingredient – it became a story. Our job is to help tell that story through food people love.
The Taco Bell culture is fast-paced, creative and always evolving. Chasing the next big idea is what keeps me motivated, and it is why I am proud to do this work on behalf of farmers.
From ideation to execution, this partnership is built to deliver. And every time a new dairy-centric product hits menus nationwide, I think of the farmers who made it possible.
That is why I do what I do.
This article was written by Mike Ciresi, who is vice president of product research and development for Dairy Management Inc. and is an on-site dairy scientist at Taco Bell headquarters in Irvine, California. To learn more about how the dairy checkoff is driving sales and building trust of dairy, visit the checkoff's website.
