The Creator of Doritos Locos Tacos Has Died without a Doritos Locos Penny to His Name

Categories: Food News

DoritosLocoTaco.jpg
Todd Mills, creator of the Doritos Locos Taco, one of the most successful fast food creations in history, died on Thanksgiving from brain cancer at the age of 41. He never made a cent on the idea.

Mills, a resident of Little Rock, Arkansas, first pitched Plano-based Frito-Lay with the idea in 2009, but his letter was rejected. Determined to see his dream taco a become a reality, he started the Taco Shells made from Doritos Movement, a Facebook devoted to marrying flourescent orange seasoning powder with Taco Bell's crunchy taco shells.

See Also: Doritos is Actually Making Taco Bell Doritos Locos Tacos Chips

In 2012, Mills received a call from Taco Bell executives, who flew him out to their test kitchen in California to sample the first Doritos Locos Taco. Ten weeks later, Taco Bell reportedly sold 100 million of the tacos. A year and a half later, the Huffington Post now reports $1 billion in sales.

While Mills received no formal compensation, Taco Bell contributed $1,000 toward his medical expenses, according to the LA Times. But that was only after a family member reached out to the company over Twitter.

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16 comments
primi_timpano
primi_timpano topcommenter

I am forever amazed at the generosity of the world's wealthiest corporations. A whole $1000.00!! Thank you Pepsi, thank you Yum Brands, for the depth of your personhood inspired compassion.

shawn4848
shawn4848

talking about the ultimate hose job....taco smell SHOULD at least take of of his family for the rest of their lives....i mean 1 billion in sales over one kind of taco and the inventor got nothing? 

desintx1
desintx1

Sad . . . hope the moral to this story is not that those tacos cause brain cancer!  (I've never tried them, though.)

lebowski300
lebowski300

This is a great example of why journalism is dead. It is clearly slanted to be a corporate shame piece based on leading the readers to conclude Taco Bell somehow cheated Mills. Of course no facts in the story support this implication. Seems to me (1) MIlls got exactly what he wanted, and (2) this is quite possibly the weakest example of an invention I have ever heard.

Also - does anyone else question US$100 billion in sales?  My rough calculation puts this at every man/woman/child in the US eating 250 of these things to date...that is not feasible.

primi_timpano
primi_timpano topcommenter

Dude, you're off by a factor of 100. A Dude should never do math in public.

Tony247
Tony247

@lebowski3001 Billion, not 100 billion according to the Huff Post citation:

As of Saturday, Taco Bell has officially sold more than $1 billion worth of Doritos Locos Tacos, company spokesperson Ashley Sioson confirmed in an email to The Huffington Post on Wednesday.

Mike
Mike

@lebowski300 Yeah, if it really was an invention there are things called patents. 

Also, Taco Bell's total sales the last 2 years were $22.6 billion.  This grasp of numbers is why the media doesn't know or care about our $17 trillion in national debt.  

TheCredibleHulk
TheCredibleHulk topcommenter

@lebowski300

Holy cow, that means that somebody had to eat . . . like . . . lesseeee . . . 

*scratches head* 

. . . like 250 tacos to make up for the ones that I didn't eat!

lebowski300
lebowski300

@Tony247 Which makes more sense. Too bad Scott and his editor failed to do the massive amount of legwork you put in...

"A year and a half later, the Huffington Post now reports $100 billion in sales"

lebowski300
lebowski300

OK, apply even a little common sense. Based on age alone (too old/young), probably a third of the US won't eat any. So that puts us at 350 or so per person able to eat them. I think it is then safe to assume at least half of those people eat zero. That means 700 per person able and willing. This product has been for sale for about 500 days. that is about 1.5 tacos per day per person able and willing to eat them. That is not possible, even with your sarcasm fueling the stomachs of America.

ChrisYu
ChrisYu

@lebowski300 @scott.reitz  he's right  I've seen it happen a hundred billion times!


lebowski300
lebowski300

@scott.reitz Errors and oversights happen. The neverending burden of journalism is that when an obvious lack of effort and editing oversight happens and errors are published, people tend to attribute reasons why (right or wrong) the error was published. In this case, in an effort to expose how much Taco Bell made and Mills didn't, it just looks like it "flowed" to publish such an error. Probably not true, but that is what it can look like.

Greg820
Greg820

@lebowski300 @Tony247 So then according to my cyphering, that is 0.015 DLT's per day or 5.475 per year.  Sounds more reasonable.

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