February 12, 2024
(press release)
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Three chefs – Jennifer Hwa Dobbertin, Reuben Asaram, and Lawrence Smith – partner with Taco Bell in its inaugural year with an open call for chefs nationwide to apply TLDR: Irvine, Calif. (Feb. 12, 2024) – Taco Bell’s back of house just got bigger! On Friday at Taco Bell’s inaugural Live Más LIVE event in Las Vegas, the brand announced the launch of TBX, a new program that supports emerging culinary talent nationwide and will provide winning chefs with free Taco Bell, limited edition merch, and opens the door to potentially co-create menu items.* Chefs interested in applying to become a part of TBX can learn more at www.TacoBell.com/TBX. In addition to announcing the launch of TBX on the mainstage of Live Más LIVE, Taco Bell also introduced three chefs from across the nation who will serve as inaugural members of the program and bring their unique perspective to remix the Crunchwrap Supreme. The secret sauce to what makes TBX special is “their thing + our thing = a whole new kind of thing.” “Our goal with the TBX program is to both shine a light on incredible culinary talent, as well as bring a wider range of flavors, cuisine and inspiration to Taco Bell’s menu,” said Taco Bell Global Chief Food Innovation Officer, Liz Matthews. “It’s no secret that fans hack the Crunchwrap Supreme recipe more than any other Taco Bell menu item—it’s a beloved product that inspires the same innovation it was developed with. To say we are excited to see how these chefs will remix the Crunchwrap Supreme in the months to come is an understatement.” Celebrating the Crunchwrap Supreme This year, select fans will be able to experience completely reimagined Crunchwrap Supremes thanks to the TBX program. All three inaugural TBX chefs are tasked with creating their own unique take, bringing new flavors, textures and craveability to one of Taco Bell’s most popular items. How Chefs Can Be a Part of TBX About Taco Bell Corp. *NO PURCHASE NECESSARY. Open to 50 US/DC, 18+. Void where prohibited. Begins 02/09/24 ends 12/31/24. Prize: one $500 Taco Bell gift card and select TBX and/or Taco Bell Taco Shop merchandise. ARV: $599. Entry and judging information, additional prize details, and other terms available in Official Rules, www.TacoBell.com/TBX. Sponsor: Taco Bell Corp. # #
Introducing: Inaugural TBX Chefs
Taco Bell is kicking off the TBX program with an extended partnership with three culinary leaders from the across the nation:
Chef Jennifer Hwa Dobbertin is a devout Taco Bell fan who would seek out Taco Bell when living abroad to satisfy her cravings for American comfort food. The repeat 2023 and 2024 James Beard Award Semi-Finalist is known for her commitment to creating delightful, immersive dining experiences rooted in Asian-American cuisine with South Texas influence. Dobbertin owns the San Antonio staple restaurant Best Quality Daughter along with several successful pop-ups.
Chef Reuben Asaram seamlessly blends Mexican and Indian flavors to create a truly unique culinary experience at his colorful concept Reuby. Known for layers of texture and flavor in every bite, Reuben is the perfect candidate to put his own spin on the Crunchwrap Supreme. Born in India and raised in New York, Chef Reuben Asaram is a culinary fixture in and around Philadelphia.
Former professional athlete, Chef Lawrence Smith is known for innovative, off the cuff cooking that’s fun, delicious and unexpected. A rising star gaining attention on a national scale, Chef Lawrence’s Phoenix-based concept Chilte was recently named one of the Best New Restaurants of 2023 by both Esquire and Bon Appétit. Rooted in experimental Mexican cuisine, his colorful, rotating menu connects to tradition while disrupting it with flavor, technique, and elevated street food sensibilities.
The Crunchwrap Supreme isn’t just a Taco Bell fan favorite, it’s a cultural phenomenon. First introduced in 2005, the Crunchwrap Supreme has been a top-selling menu item since its inception and has inspired copycat recipes and re-interpretations at restaurants, food trucks and home kitchens far and wide. On TikTok, there are over 70 million views on videos that mention the Crunchwrap Supreme. Beloved for its unique and break-through design, the Crunchwrap Supreme features a crunchy tostada shell housed within a flour tortilla alongside seasoned beef, nacho cheese sauce, lettuce, tomatoes and reduced-fat sour cream.
To be part of the next round of culinary fun, chefs can enter by explaining why they are a perfect fit for TBX including information about their culinary background and favorite Taco Bell menu items. Aspiring TBX participants nationwide can visit www.TacoBell.com/TBX to apply. Selected chefs will receive free Taco Bell, exclusive swag and may be considered for future opportunities with the brand.
For more than 61 years, Bell has brought innovative, craveable Mexican-inspired food to the masses, and was recently recognized as one of TIME’s Most Influential Companies, one of Fast Company’s World’s Most Innovative Companies and Nation’s Restaurant News’ Brand Icon. For more information about Taco Bell, visit our website at www.TacoBell.com, our Newsroom at www.TacoBell.com/news, or check out www.TacoBell.com/popular-links. You can also stay up to date on all things Taco Bell by following us on LinkedIn, TikTok, X (formerly Twitter), Instagram, Facebook and by subscribing to our YouTube channel.
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