Taco Bell partners with musician Omar Apollo for hot sauces

Diving certificate:

• Yum Brands chain Taco Bell will introduce a new sauce pack, Disha Hot Sauce, inspired by musician Omar Apollo's family recipe, according to a press release. The sauce will be available to Taco Bell Rewards members on Sept. 24 and to everyone on Sept. 26.
• The sauce pack is included in a Disha Hot Discovery Box and can be purchased a la carte. To celebrate the partnership, Apollo and Taco Bell will release a limited-edition liquid-infused vinyl version of his latest album, “God Said No.”
• The unique sauce packet partnership is an example of how Taco Bell continues to authentically engage with pop culture, particularly music, to build a closer connection with younger consumers.

Diving insight:

Taco Bell's latest project is foraying into pop music through a collaboration with Apollo, an up-and-coming pop singer-songwriter who was nominated for Best New Artist at last year's Grammy Awards and has toured in support of superstars Billie Eilish and SZA.

The partnership revolves around Disha Hot Sauce, made from a recipe created by Apollo's mother. Disha Hot Sauce was the house sauce at a restaurant Apollo's parents opened after immigrating to the United States from Guadalajara, Mexico. The restaurant closed after Apollo's birth, and the artist expressed a desire to bring the sauce to a wider audience since participating in Taco Bell's Feed the Beat program.

“When Omar shared the story of his family's Disha Hot Sauce and its unique, personal flavors, we knew this was the kind of meaningful partnership our fans would love,” CMO Taylor Montgomery said in a press release. “At Taco Bell, we're constantly trying to push the boundaries of menu innovation, and this partnership is an epic first that breaks away from traditional celebrity meals.”

In that respect, the Disha Hot Discovery Box is an upgraded version of the celebrity-curated orders that have become a marketing staple of Taco Bell competitors like Chipotle and McDonald's. The box includes three Disha Hot Hot Sauce Packets, a Cheesy Gordita Crunch, a Doritos Locos Taco, a Crunchy Taco, chips and nacho cheese sauce, and a medium soft drink, all for $8.99 — an offer that's in line with industry-wide value plays.

To encourage participation in the collaboration, Taco Bell will release a special edition of Apollo's latest album, drenched in a bright orange liquid inspired by the brand's Disha Hot Sauce Packets. The record will be available as part of a kit for 500 Rewards members as part of a Tuesday drop on September 24 at 2 p.m. PST. Vinyl variants have become an important part of music sales and fandom, as collectors seek out different colored records.

Apollo's participation in Feed the Beat shows how the program, which supports up-and-coming musicians, has become a gateway for Taco Bell's broader marketing efforts. The chain recently expanded the program to the UK as part of its international growth plans.

Taco Bell recently reported a 5% quarterly comparable-store sales increase, in part because of the company's reputation for value. The growth contrasts with sales declines at Yum Brands' KFC and Pizza Hut.

The addition of another sauce to Taco Bell's popular hot sauce packets comes as spicy offerings heat up the restaurant and grocery market. Restaurant Brands International chain Firehouse Subs relaunched its hot sauce bar today (Sept. 23), citing an online survey that found 85% of Americans use hot sauce in their meals.