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Business Insider reports that "when Taco Bell develops new menu items, how the snacks will look on Instagram is top of mind."

At the company's California headquarters, the story says, "a team of chefs and food scientists spend their days developing a seemingly endless list of new items, each one more bizarre yet strangely appealing than the last. How the food will look in pictures is always on their minds."

In fact, social media has become so important to the product development process that when it prepared to launch a new Naked Chicken Chalupa, it decided to bypass traditional ad media and instead "put the power in the hands of Instagrammers. In a handful of cities around the US, the chain held launch parties for people to show up, take photos of the chalupas, and — hopefully — share them on Instagram."

"We want to be a part of culture," says Liz Matthews, Taco Bell's chief innovation officer.
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