‘Taco Bell Quarterly’ Has a Literary Obsession With the Wonder of Fast Food | Eater

"A ubiquitous fast-food chain that inspires fierce, almost cultlike devotion, celebrated for lowbrow honesty and iconic menu items like the Mexican pizza and Baja Blast; adherents argue that its refusal to chase trends or "be good" is precisely why it feels authentic. Fans cite predictable, consistent preparation (including vegetarian options) and nostalgic accessibility—making it a comfort for anxious eaters—as reasons for loyalty, even as critics point to industry issues such as low wages, cultural appropriation, homogenization, and uneven quality. Creatives have repurposed its branding and slogan ("Live Más")—including a literary magazine named after the brand—to challenge elitism in publishing, and the company has taken notice through social-media interactions and publicity stunts such as a metaverse wedding promotion, creating a peculiar, mutually visible relationship between corporate marketing and grassroots fandom." - Jaya Saxena