Taco Bell was struggling and needed an idea so bold… so over-the-top… so WEIRD… that it would capture America’s taste buds and Instagram feeds. So when it unveiled the Doritos Locos Tacos (or ""DLT"") in 2012, jaws dropped…then immediately started chomping. The hard-shell taco coated with cheesy Dorito dusting became the biggest fast food hit of the decade, selling over a billion tacos. Even tastier for Taco Bell: the red-hot fan hype turned the DLT into the first viral fast food hit of the social media age. But creating the DLT wasn’t a simple matter of sprinkling on some cheese dust. It took two years, 40 (!) prototypes, and some of the smartest minds in food science working in a secret lab to crack the deliciously elusive code. Discover the mom-and-pop restaurant that inspired Taco Bell's founder, how being more like Bridget Jones can up your idea hit rate, and why the Doritos Locos Taco is the best idea yet.Be the first to know about Wondery’s newest podcasts, curated recommendations, and more! Sign up now at https://wondery.fm/wonderynewsletterFollow The Best Idea Yet on the Wondery App or wherever you get your podcasts. You can listen to new episodes early and ad-free on Wondery+. Join Wondery+ in the Wondery App, Apple Podcasts or Spotify. Start your free trial by visiting www.wondery.com/links/the-best-idea-yet/ now. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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