I particularly like two things about it: For starters, it’s a refreshingly new take in the category, which is packed with more buns than spring break at Miami Beach. Putting aside its classification, this new chicken on the block is solid. Personally, I am #TeamTaco on this question, but please don’t because after all this (gestures wildly at everything), I’m not looking for a hill to die on. This seems like a smart marketing move at a time when the country is divided on so many topics that when presented with a subject, we reflexively pick a side and put up our dukes to defend it. Taco Bell is playing up the question of whether its new menu item is, in fact, primarily a taco or a sandwich, engaging two college debate teams to tackle the conundrum in a showdown it will air in commercials this weekend. Its answer to the challenge was both predictable and fresh, using its titular format to parry with its rivals’ familiar bun-patty-pickles offerings. Its existing menu contained no sandwiches, and so it had nothing to tweak or retool to join the flock of competitors. The chain that urges its customers to run for the border was at a strategic disadvantage in this conflict. Behold Taco Bell’s Spicy Crispy Sandwich Taco, a craggy chicken tender wrapped in flatbread (does the bread make it a sandwich?) in the form of a taco (or is this its defining quality?). Taco Bell, it seems, is leaning into this collective cultural confusion with its long-awaited entry into the Great Chicken Sandwich Wars that have pitted fast food chains into a nationwide arms (wings?) race, with each concocting a fried-bird-and-bun combo in an attempt to outdo the rest.
The taxonomy of various foods has long been a topic of mostly good-natured debate: whether a hot dog is a sandwich, for example, is a question for the ages (or at least a ton of millennials on social media) and one that no less an authority than the late Supreme Court Justice Ruth Bader Ginsburg has weighed in on.
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