Fast food orders can hold sentimental value, becoming a cherished part of memorable life moments. For some, Taco Bell is the backdrop to significant events and daily rituals.
Consider the time when Selena Gomez was enjoying a Mexican Pizza as Benny Blanco proposed. Similarly, Jason Sudeikis celebrated the birth of his son with two chicken tacos. Dolly Parton has her own Taco Bell tradition, often choosing a Taco Supreme during drive-thru dates with her husband, Carl Dean.
Personally, I find the Cantina Chicken burrito irresistible. I recently managed to persuade three friends to try it, resulting in a late-night Taco Bell run totaling $117.
During a recent conversation with Taco Bell’s CMO, Taylor Montgomery, I discovered his steadfast order. Despite visiting the chain every other day, Montgomery’s choice remains unchanged, along with his distinctive hot-sauce habit.
Courtesy of Taco Bell
“My order is still the same,” Montgomery shared, having dedicated a decade to Taco Bell. “Crunchy tacos, one Fire sauce packet per bite. I have like 10 sauce packets per taco.”
“If I’m really hungry, it’s three tacos,” he continued. “If it’s a normal day, it’s two.”
The concept of using 10 sauce packets per taco caught me by surprise, prompting me to ask, “Per bite!?” Montgomery simply replied, “Oh yeah, you gotta go big. Fire sauce, only Fire.”
‘We truly are one of one’
While many fast-food brands are currently engaging in burger taste-test competitions, Taco Bell is making waves with its Live Más Live event. This annual occasion unveils new menu items set for release throughout the year.
Inspired by Apple’s Worldwide Developers Conference, Montgomery introduced the first Live Más Live in 2024. This year, he aimed to revamp the format.
Courtesy of Taco Bell
“We truly are one of one, just like Apple, just like Amazon, just like Tesla,” Montgomery explained. “So I started to look at how some of those companies are behaving, and they are behaving like entertainment companies. That’s what consumers want. That’s what consumers’ expectations are.”
“That’s how Live Más Live, an unhinged night in Hollywood, was born,” he added.
The event was orchestrated by the Academy Awards production team, streamed on Peacock, and hosted at the Hollywood Palladium in Los Angeles on March 3. Celebrities such as Sudeikis, Doja Cat, Benson Boone, and Demi Lovato participated in revealing over 20 new items joining Taco Bell’s 2026 menu.
Courtesy of Taco Bell
Montgomery expressed his hope that the event would make Taco Bell’s fans feel “seen and heard,” highlighting the brand’s attention to customer requests for more desserts.
“One of the most requested things we hear from our fans is, ‘I want more desserts at Taco Bell,'” he noted.
In response, the menu will soon feature Crème Brûlée Crunchwrap Sliders, Strawberry and Cream Mexican Pizza Bites, and chocolate fudge empanadas. Yet, Montgomery assured that the heart of Taco Bell remains “crunchy, cheesy, saucy, spicy.” Among the new items is an edible version of the Fire hot-sauce packet.
The pressing question now is whether Montgomery will maintain his 10-packet-per-taco tradition with this new addition.
