Those of us who survive in the concrete jungle or the suburban desert live as we must, which often means foraging within the realms of junk food. This in turn means, because too much of junkfood is merely a conduit to “the beetus” or other early death, to have strong preferences for some junk food over other types. Many of us remain enthusiastic fans of Taco Bell because, despite the high salt content and imminent violent defecation, it remains relatively simple, unsullied and realistically-priced compared to the over-sugared varieties of junk food found at the burger joints. It also eschews the pomposity of “down home goodness” and “hippie health food wisdom” which mark, even in small doses, places like Chipotle and In-N-Out.
As part of its ill-advised campaign to be “more competitive,” which is scurrilous nonsense since it has already captured its self-selected target audience of drunks, college students, scat fetishists and budget-conscious consumers, Taco Bell has made tentative stepts toward expanding its menu to include more varied tastes. As a long time observer, I believe this contradicts business wisdom which would be to instead serve its existing constituency such that it expands, instead of trying to capture audiences from other businesses who are more adapted to what those groups expect. However, it has in addition to some hilarious missteps — the soggy Doritos-in-a-burrito was more than gastronomically dismal — this has brought a number of useful experiments, including the new Diablo sauce. From the beginning, this product faces a steady climb because those who really like hot sauce enough for it to be essential with a fast food meal probably have their preferred poison on hand, but it also may gain an audience of those heading past the sauce counter for some slightly new experiences. Much like the market for spicy sauces sold separately, it navigates a fine line between over-processed and sweetened sauces, and perennial favorites like Tabasco which balance spice with flavor such that one tastes more than spice or the sugar, aromatic spices and fruit extracts added to soften the blow or at least give it an ironic, contrarian or contradictory identity (“it’s a hot sauce, but unlike the others, it has fruits and flowers”).
The first taste of Diablo Sauce, as warned by our local Taco Bell proprietor, is of intense spice. A glance at the ingredients shows that it picks up from where Fire Sauce left off but uses a more intense pepper base, feeling like simultaneously more black pepper and a habanero or more concentrated jalapeno-serrano mix. The result, while warming and very useful to pick up the intensity, falls short on the spice-flavor balance: unlike Tabasco, it is more hot than flavorful and, while it avoids the odious boutique spice flavors that insist mixing mango and cloves with Scottish bonnet peppers somehow makes a “new” taste, it also fails to bring with it the optimized mix of flavors that fire sauce does. Perhaps this means that Taco Bell caved to the extremists — who might be conveniently visualized as drunk bearded men with bandoliers full of specially-bred spicy peppers — and forsook its commonplace wisdom as to what its audience desires, which can be summarized as “spicy Southwestern” since Taco Bell borrows more from Tex-Mex than Mex and more from California Tex-Mex than Tex-Tex-Mex.
The question always presented itself as to whether Taco Bell would make a more spicy Fire Sauce, or a spicy sauce, and the sense I get is that they aimed for the latter while guarding their flank with some inclusion of the former, which runs a risk of pleasing neither group. I suggest they defer to interface: mild, medium and fire are variants on the same flavor, and Diablo should be too on that basis, with the possibility of simply adding a “habanero sauce” (or equivalent, since a concentrated jalapeno-serrano or jalapeno-japones mix will achieve the same result) as an addition to the Diablo sauce. Perhaps this was the intent, since of the eight of us eating the three who appreciate spicy food the most ended up using a 2:1 mix of Fire:Diablo sauces to great effect. In any case, it was a joy to experiment with this new flavor and, while it may not be the end-all for spice fetishists, for those who have the time to mix it in with other sauces it makes for a powerful addition to the Taco Bell palette.21 Comments