"We're not trying to be Chipotle, we're just trying to be the best Taco Bell we can be," Creed said.
And Taco Bell isn't the only one of the fast food giants pursuing healthier options. McDonalds and Burger King offer salads and wraps, and KFC now offers grilled chicken alongside its famous fried version.
Taco Bell's rollout of each new menu item now includes a modern marketing strategy, using social media outlets like Facebook and Twitter to try to create buzz.
When a fan tweeted that a Taco Bell was coming to the tiny town of Bethel, Alaska, but it wasn't true. Just so the town wouldn't be disappointed, Taco Bell flew in a truck of tacos, turning the social media moment into a fan frenzy and even an advertisement. Now the taco tycoons say they have the burger giants in their crosshairs.
"I think in the next 10 years we're going to have to hire another 100,000 people at Taco Bell," he said. "Not just because of this taco, but this taco created growth ... we think can build another 2,000 restaurants in the next 10 years to go from 6,000 to 8,000."
A big part of that growth is not just food production, but also customer service. Employees are expected to fill orders in less than 65 seconds.
Up next is the Flamas version of its taco, a hotter and spicier Doritos flavor, coming to a Taco Bell near you by the end of this year.