Taco Bell may have opened the door of opportunity for product innovation with Doritos, but it's no longer alone in the QSR segment. Cincinnati's Gold Star Chili has introduced Gold Star Chili Doritos Nachos.
The promotion is part of a partnership with Pepsi/Frito-Lays' Doritos brand, according to a news release. If the new Nachos offering does well in its initial promotional period, today through Feb. 23, Gold Star plans to add it permanently to the regular menu.
Gold Star Doritos Nachos feature Nacho Cheese Doritos, piled with mild cheddar cheese, Gold Star's Cincinnati-style chili, diced tomatoes, jalapeños, and black olives, drizzled with Chipotle Ranch dressing and topped with sour cream.
The portion can be ordered as an entree or sharable appetizer for $4.99 or as a combo meal, paired with a regular fountain drink for $5.99.
Gold Star Chili said in the release that the promotion capitalizes on a trend of restaurant menu items featuring high-profile products as key ingredients, and part of the brand's strategy to connect with a younger demographic.
"While there is broad appeal for the Doritos brand, it has a particularly strong following with the millennial demographic that Gold Star hopes to capture with this promotion," said Charlie Howard, Gold Star Chili VP of marketing & brand development. "A significant portion of our television, radio and digital media budget for this promotion will be targeting millennial males, age 18 to 34."
Gold Star Chili will also be offering Doritos as a component of two other current menu offerings: Cincinnati-style Chili Cheese Dip and with its South of the Border Chili Salad.
Read more about food and beverage promotions.