I’ll just stick to the original Doritos, thank you

Tom Dougherty, CEO – Stealing Share

21 March 2017

I mean, what are Tapatio flavored Doritos anyway?

Doritos is the snack food that does me in. And that’s saying a lot, because I am not a snack food kind of guy.

I can tell you this. It doesn’t really matter what time of day it is – I always crave them and I will eat them if they are in front of me. Granted, a bag suggests nine servings (“suggests” being the nominal term). There is only one serving when I take control. Or, more accurately, I simply have no control.

“From the vantage point of the consumer, choice is a different value than control. We live in the technology age where control reigns supreme. But too much choice creates inertia.”

Here I am too, a stickler for getting my hands messy. But willing to deal with cheesy hands and fingers all for the sake of this one-of-a-kind taste.

DoritosCall me a purist, but there are only two types of Doritos that I like. The original two: Cool Ranch and Original. To me, these two make the Doritos brand what it is today.

Doritos spreading its brand too thin

Some time ago I wrote a short piece about Oreos littering the food aisles with new flavors and combinations of cookies and cream. Incidentally, I feel Nabisco jumped the proverbial shark with its latest concoction of Peep Oreos.

Frito-Lay, the maker of Doritos, is spreading the brand so thin that the brand itself becomes diluted. Just like Nabisco did with the Oreo. There has been an explosion of offerings. Just look at all the options available:

  • COOL RANCH® Flavored Tortilla Chips
  • DINAMITA® Chile Limón Flavored Rolled Tortilla Chips
  • DINAMITA® Fiery Habanero Flavored Rolled Tortilla Chips
  • FLAMAS® Flavored Tortilla Chips
  • JACKED™ Ranch Dipped Hot Wings Flavored Tortilla Chips
  • Mix Cheese Explosion Flavored Tortilla Snacks
  • Mix Taco Explosion Flavored Tortilla Snacks
  • Nacho Cheese Flavored Tortilla Chips
  • Salsa Verde Flavored Tortilla Chips
  • Spicy Nacho Flavored Tortilla Chips
  • Spicy Sweet Chili Flavored Tortilla Chips
  • Taco Flavored Tortilla Chips
  • TAPATIO® Flavored Tortilla Chips
  • Toasted Corn Tortilla Chips

Overkill much? Doritos does have permission to experiment with bold flavors. But this is akin to fast food restaurants trying to out-menu the competition. When you try to be everything to everybody, you end up being for no one. (McDonalds, recognizing this, has downsized its menu of late.)

For Doritos, I don’t even know what Tapatio means let alone liking it enough to go out of my way to purchase Doritos of this style. It’s just ridiculous.

From the vantage point of the consumer, choice is a different value than control. We live in the technology age where control reigns supreme. But too much choice creates inertia.

Maybe I’ll just stick to Ruffles. At least I know what that is.

See more posts in the following related categories: Doritos Frito Lay Nabisco Oreos Ruffles

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