Product Possible takes stories of the day to generate a ‘Steal This Idea’ product concept. Let this read spur your creativity!
The New Yorker took a deep dive into the taco-verse yesterday - digging into the inner workings of Taco Bell’s product development shop. The whole thing by Antonia Hitchens is worth the read and includes such nuggets as
The cheese goo acts as adhesive for four jalapeño slices studding the burrito’s exterior. “It has to be super quick on the line, but it feels cared for, it feels prepared,” Matthews said. “It’s a big unlock for us about how to actually have a totally different burrito-eating experience.”
and
Part of Ciresi’s broader mission, as an employee of a trade organization called Dairy Management Inc., is conceptualizing how to get more dairy on the Taco Bell menu—“taking dairy from a garnish to the hero,” as he put it. The latest dairy-heavy hit is the Baja Blast Colada Freeze (two hundred and fifty calories), made with heavy cream.
Constraints & the resulting magic formulas sit at the heart of the story and the innovation lab itself. Products must evoke nostalgia (“In the Innovation Kitchen, the words “nostalgia,” “emotion,” and “memory” are in heavy rotation”). They should have viral potential (“stunt food”). They should be portable - ideally eaten one handed. It should be made on a mass scale in under a minute. And finally, products can play with flavor or form - but not both.
Steal This Idea: Crunch Bites
So, what can we do with those constraints? The crunch bite! A small tortilla triangle stuffed with meat (or “meat”) that goes straight from the freezer to the fryer. It builds off the science of the crunch wrap’s seal and the flavors of the soft shell burrito.
Nostalgia. Imagine a platter of microwaved pizza rolls. Except crispy. And shaped like a triangle.
Viral. Instagramable. A small triangle is easy to pose with.
Portable. A container of crunch bites is easy to eat one handed, and dip in hot sauce or sour cream on the go.
Fast. Freezer > fryer > go.
A play on form, not on flavor.
Finally: mystery. Is it a burrito? A taco? Nachos? All the above?
It’s essentially a tiny fried version of the classic Grilled Stuft Nacho. Everything old is new again.
Ideas > Application
Get your creative juices flowing!
What are constraints should be applied to your work? Ex: speed, portability.
What formulas can you craft that cover most of your team’s successes? Ex: modify form or function, not both.
What is your ideal ‘vibe’? Ex: “post-ironically hip”
In the comments, share your favorite constraints - or other companies or products that apply constraints well!