Fandom: Taco Bell’s Beefy Crunch Burrito (BCB)
Location: Northern California
Sometimes you have to travel halfway across the world to find true love. In Richard Axton’s case, that warm, layered, spicy affair is with Taco Bell’s Beefy Crunch Burrito, a limited time offering that first appeared on the menu in 2011. For Axton, who’s originally from England but now lives in California, his romance began at first bite, but the Beefy Crunch Burrito was quickly taken away from him, so he started an online movement to bring it back.
“I represent a community of 68,000-plus Beefy Crunch Burrito fans who have demonstrated amazing loyalty for this menu item and the brand through long distance road trips and even tattoos,” Axton said. “I do my best to unify all these voices under one name — the Beefy Crunch Movement — and to make sure this is a journey with a destination, whether that be a victory through permanent menu status, a compromise by regularity in promotions, or even a simple, official response from Taco Bell.”
Now, Axton has been reunited with his one, true love as the Beefy Crunch Burrito is being served in Taco Bell locations across the U.S. through Oct. 20.
Here is his story.
When did you love affair with Taco Bell and the Beefy Crunch Burrito begin?
I first ate at Taco Bell in high school. I had just moved from England where the fast casual options were primarily McDonald’s and Burger King, and Taco Bell gave me one of those “Wow, America is great!” moments.
My first Beefy Crunch memory is not as specific, but I remember it was amazing and the BCB became my staple. What I remember VIVIDLY is the day I went to the drive-thru and was told the Beefy Crunch Burrito was not available anymore. I literally drove home and started the Beefy Crunch Movement that same day.
If the Beefy Crunch Burrito never existed, would you still eat at Taco Bell?
My love for Taco Bell absolutely transcends the Beefy Crunch Burrito. I love the Breakfast Crunchwrap® (best fast breakfast item — hands down) and have eaten way too many Chicken Chips in my day. With that said, I can’t say that taking the Beefy Crunch Burrito away didn’t impact my love for the brand. I could never finish a Beefy Fritos® Burrito because of how much it reminded me of the great Beefy Crunch Burrito was and how much better Taco Bell could be with it on the menu.
What’s the craziest thing you’ve done for Taco Bell?
I once drove 100-plus miles to the Taco Bell in Pacifica with my nephew just to get some lunch with a view and then drove back home. I’ve also traveled to Chattanooga, Tenn. after Taco Bell posted on our Facebook page that the Beefy Crunch Burrito was being re-released in that city. When it was released in Louisville, Ky. again, another Movement member, Garrett drove 3,000 miles for it.
What’s the nicest thing Taco Bell has done for you?
Taco Bell invited me twice to their California headquarters (2011 and 2016). The test kitchen is an experience wanted by many and experienced by few, and for that, I feel privileged. When you have a passion for the Bell, just setting foot in the headquarters lobby is fantastic, but meeting executives and the social media team brought the experience to a whole new level.
If you could change one thing about Taco Bell, what would it be?
The Beefy Crunch Burrito has really been the one thing I’ve felt that’s been missing all these years; it tastes amazing and belongs on the permanent menu. Other than that, bring back Verde sauce packets!
Now
that the Beefy Crunch Burrito is back for a limited time (Sept. 13-Oct. 20),
how will you order it? Any customization?
I order it au-natural 99 percent of the time, but occasionally I’ll get extra Fritos®. With the new and improved app, I can see myself definitely customizing Beefy Crunch Burritos and other items with Hot Fritos®!
