Philadelphia, PA
- Taco Bell's newly announced chef collaboration program, TBX, has made waves with its newest addition, Reuben Asaram, who joins as one of the founding members. Asaram, the owner of the creative pop-up concept Reuby, has captivated the brand's attention with his distinctive culinary perspective and unwavering love for Taco Bell.
What sets Asaram apart is his expertise in infusing Mexican and Indian flavors seamlessly in his dishes, making him the perfect candidate to reinvent one of the fast-food chain's most beloved menu items—the Crunchwrap Supreme.
Teaming up with Taco Bell Test Kitchen chefs, Asaram will unveil his tantalizing remix of the Crunchwrap Supreme later this year, available exclusively in select markets. The partnership not only brings fresh new flavors to the menu but also aims to support and connect emerging culinary talents nationwide. As part of the TBX program, Asaram and other participating chefs will enjoy a range of perks, including complimentary meals and exclusive limited-edition merchandise.
By collaborating with such renowned chefs, Taco Bell aims to maintain its position as a leader in the fast-food industry, constantly innovating and pushing the boundaries of what is possible within the realm of fast-casual dining. With the TBX initiative, Taco Bell is set to introduce exciting culinary experiences that captivate the taste buds of its loyal customers and elevate the brand's reputation as a hub for bold, imaginative flavors.
