Taco Bell has announced that they will be releasing their first ever anime-themed menu item at their location in Shibuya, the “Boku no Pico de Gallo Burrito”. We sat down with Taco Bell’s head of marketing Benjamin Silver to discuss the new burrito.
“Ever since we opened our first Taco Bell in Tokyo we’ve been trying to draw in Japanese customers with uniquely styled Japanese items, such as our Taco Rice and Shrimp and Avocado Burrito. Then we realized there was a whole untapped market in themed food based on anime, so we did a poll online to see what anime people were interested in, and Boku no Pico won by a heavy margin, so we got to work right away.”
“Of course, we’re not terribly familiar with the anime here, but we did a little research and we think we’ve captured the essence of Boku no Pico in the burrito. It comes stuffed not only with pico de gallo, but also lots of supple, tender meat, creamy cheese, and succulent sour cream. Additionally, with our newest promotion you can get the burrito with three sides such as chips and salsa, frijoles negros, or even an ice cream cone for only 1200 yen. You could even order three frijoles negros! Three! Yoooooooo! That’s a good deal.”
Initial reception to the burrito has been very positive. One Japanese food blog wrote, “I expected the pico de gallo to be runny, but it’s surprisingly chunky. Not only that, but the beef is surprisingly high quality, almost like veal, the burrito has a very youthful flavor. You have to be careful while eating it though, because if you take it out of your mouth at the wrong time you’re going to get sour cream all over your face.”
Following the success of the Boku no Pico de Gallo Burrito, Taco Bell has announced plans to release more anime-related foods in the future such as the Bible Black Bean Burrito and the Cal-Euphoria Crunchwrap.