Taco Bell CMO uses 10 Fire hot-sauce packets per taco

Taco Bell CMO Taylor Montgomery says he eats at the chain every other day and still orders crunchy tacos. His routine: one Fire hot-sauce packet per bite, which he estimates is about 10 packets per taco. Montgomery, who has worked at Taco Bell for a decade, said his go-to hasn’t changed.

"If I'm really hungry, it's three tacos," he added. "If it's a normal day, it's two." He also helped evolve Taco Bell's Live Más Live event, drawing inspiration from Apple's Worldwide Developers Conference after launching the first Live Más Live in 2024. This year the chain hired the production team behind the Academy Awards, struck a streaming deal with Peacock, and staged a one-hour awards-style show at the Hollywood Palladium.

The event unveiled more than 20 new menu items for 2026, including a slate of desserts — Crème Brûlée Crunchwrap Sliders, Strawberry and Cream Mexican Pizza Bites, and chocolate fudge empanadas — plus an edible version of the Fire hot-sauce packet.

United States, Hollywood

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