The Border and me, sittin' in a tree...
I love Taco Bell. There, I said it. Whew, weight off my chest. Actually, it's not the first time I've proclaimed my love, and it surely won't be the last. It is the first time I've put it in print, though. And if it's in print, it must be true.
There's a certain measure of indignity concomitant with a statement like 'I love Taco Bell'. Shouldn't be, but there is. 'Taco Hell', 'Taco Smell' - the nicknames aren't pretty. If your average American chooses to malign a fast food chain, perhaps to make a joke about flatulence or diarrhea, TB will be cited nine times out of ten. I take it personally. Every week, I visit the TB near work - Thursday's invariably the day - and when I return to my desk, Cruiser Cup full of Mountain Dew in hand, my co-worker just rolls his eyes at me. He's amazed I go back, time and time again. It's not just ritual, either. I honestly look forward to Taco Bell Thursday each and every week. Scary, perhaps, but true.
I am a self-avowed fast food devotee, but my dedication to TB eclipses all the others. I could happily make a run for the Border five times a week, every week; it's only better judgment and lack of lunch partners that keeps me from becoming a semi-permanent TB fixture. How did I develop such an adoration for basic Tex-Mex fast food? What spurred this devotion to a faceless megacorporation peddling burritos stuffed with meat of questionable origin, rehydrated beans, and sour cream shot from a gun? My obsession stands on several legs, specifically: nostalgia, innovation, marketing, variety, and flavor. The elements are inextricably intertwined, but I'm going to try to separate them out, examining each one, in the hopes of, well, I guess in the hopes of reestablishing my sanity. Which, if you're read this far, you've already begun to question.