Taco Bell's journey from its humble beginnings in 1962 to becoming a fast-food giant is a testament to its ability to evolve and innovate. In the 1970s, the chain focused heavily on fresh, in-house ingredients, which set it apart from its competitors. This era was characterized by a menu that, while limited, offered a unique and tasty experience. Let's delve into the core ideas and explore the rich tapestry of Taco Bell's '70s menu, with a heavy dose of personal commentary and analysis.
The Green Burrito: A Classic Bean Burrito
The Green Burrito was a staple on the '70s menu, featuring beans, onion, shredded cheese, and green sauce. What makes this dish particularly fascinating is how it set the stage for the diverse burrito options we see today. In my opinion, the Green Burrito was a simple yet effective representation of Taco Bell's commitment to fresh, in-house ingredients. It was a classic, and its popularity likely contributed to the chain's decision to expand its burrito offerings.
The Red Burrito: A Signature Item
The Red Burrito, a Bean Burrito with red sauce, was a distinct menu item in the '70s. What many people don't realize is that this dish has its roots in the original 1962 menu. The red sauce, made with crushed chili peppers, added a unique flavor profile to the burrito. This item was a signature of Taco Bell's early days, and its continued presence on the menu over the years is a testament to its enduring popularity.
The Burrito Supreme: A Step Up in Quality
In 1975, Taco Bell introduced the Burrito Supreme, which took the burrito to a new level. This version included beans, onion, cheese, and red sauce, along with seasoned beef, lettuce, tomato, and sour cream. The Supreme label has stuck around, but it usually just means a regular burrito with sour cream and tomato. What this really suggests is that Taco Bell was thinking about quality and customer satisfaction, even in the '70s.
The Enchirito: A Unique Fusion Dish
The Enchirito, a combination of enchilada and burrito, was trademarked by Taco Bell in 1971. Although it was discontinued in the early '90s, fans online still tag Taco Bell in posts begging its official return to the menu. The Enchirito consisted of beef, beans, and onions wrapped in a tortilla and covered in sauce, cheese, and olives. This dish was a unique fusion of flavors, and its discontinuation raises a deeper question about the chain's ability to innovate and adapt to changing customer preferences.
The Tostada: A Crisp, Crunchy Delight
The Tostada, a flat, crispy tortilla topped with beans, lettuce, cheese, and red sauce, was another original menu item. Though some menus listed them as 'Tostados,' Tostada is the proper name for the dish. Taco Bell discontinued the item in 2020, along with a dozen other items in response to the COVID-19 pandemic. It briefly came back as part of the retro 'Decades' Menu in 2024. This raises a deeper question about the chain's ability to balance innovation with tradition.
Frijoles: A Simple, Yet Satisfying Side
Frijoles, known today as Pintos N Cheese, was another original menu item that has evolved over the years. This simple side dish contained refried beans with cheese and red sauce, and was made in-store with pinto beans cooked in a special sauce before blending smoothly. Modern refried beans at Taco Bell come as a dehydrated product that employees rehydrate with boiling water. This simple side dish was a testament to Taco Bell's commitment to fresh, in-house ingredients, even when it came to sides.
RC Cola: A Vintage Drink
Every restaurant needs drinks, and in the '70s, Taco Bell offered Royal Crown Cola, or RC Cola. While it's hard to find RC Cola these days, it still exists if you ever want to recreate a vintage Taco Bell meal. This raises a deeper question about the chain's ability to preserve its vintage offerings in a rapidly changing market.
Chili Burger/Bellburger: A Burger-Like Sandwich
Taco Bell experimented with a burger-like sandwich for years. Closer to a Sloppy Joe than a burger, it was sometimes called a Chili Burger, Bellburger, or Bell Beefer. The '70s Chili Burger was made from Mexican-seasoned beef, lettuce, and red sauce on a hamburger bun. For a time, there was allegedly a Surf and Turf Deluxe version, which added shrimp and a scoop of tuna. The Beefer was discontinued in the '90s, to the disappointment of many. This raises a deeper question about the chain's ability to balance innovation with customer loyalty.
Cinnamon Crispas: A Dessert Version of a Dorito
A late addition to the '70s menu at Taco Bell, Cinnamon Crispas debuted in 1979. A predecessor to modern Cinnamon Twists, Cinnamon Crispas were deep-fried flour tortilla chips heavily dusted in cinnamon and sugar. The dessert was very much like a dessert version of a Dorito. Fans on Facebook and Reddit maintain that Crispas were superior to the Twists. This raises a deeper question about the chain's ability to innovate and adapt to changing customer preferences.
The Bellringing Special: A Bargain Deal
We can look back fondly on dollar menus today, but in the 1970s, Taco Bell was offering even better deals. One of its earliest combos was called the Bellringing Special. Available for a limited time in 1974, customers could get a Tostada, a Bean Burrito, and a large drink — all for just $0.59. This raises a deeper question about the chain's ability to balance innovation with customer satisfaction.
Crunchy Taco: A Classic Taco with a Twist
Of course, the final item on the Taco Bell menu was, well, tacos. One of the original menu items still going strong today, tacos were only available in crunchy form in the '70s. Just like today, the old-school taco was filled with seasoned beef, cheese, and lettuce. Unlike today, however, it was also sauced for you with Taco Bell red sauce. This raises a deeper question about the chain's ability to preserve its classic offerings in a rapidly changing market.
