As innovative as the Taco Bell test kitchen is, true innovation is happening in kitchens on street corners and restaurants around the world. To tap into the endless creativity of the emerging culinary community - we created TBX, a groundbreaking platform that connects Taco Bell with emerging culinary talent. Collaborating with chefs like Jenn Dobbertin, Reuben Asaram, and Lawrence Smith, we debuted three chef-crafted Crunchwraps in a three-day NYC activation that lit up press and social. With 3.8B+ earned impressions, TBX quickly became a tentpole for the brand — paving the way for Taco Bell’s first-ever co-created permanent menu item, currently in local market testing, and soon to stores nationwide.

Authenticity, REAL chefs, establish themselves as a credible player in food culture