• April 13, 2012

Taco Bell's new Doritos Locos menu item appears to be driving a lift in buzz for the QSR chain, according to YouGov's BrandIndex.

On March 8th, the day Doritos Locos premiered along with the chain's new “Live Mas” tagline, Taco Bell's BrandIndex Buzz score among Mexican restaurant diners was 14, a few points below the 19 average score for the top national QSRs.

Over the course of the next two months, the brand twice achieved a score of 32, besting the QSR average by more than 13 points on both occasions. As of April 9, Taco Bell was at 29, compared to a top QSR national average of 20.

More specifics available on BrandIndex.com.