When I worked in Frito-Lay Marketing and someone proposed a new product or program, the first question I always asked was: "What consumer problem are you trying to solve?" I'm sure people got tired of me asking the question, but it was extremely important because the best ideas are the ones that solve a problem or challenge, or fill a void for our loyal consumers.
The Doritos brand team has figured this out and realized a string of successes over the last few years as a result of filling a consumer gap with their new products and fun programs.
For example, Doritos stepped it up last year and introduced a new line of flavors under the Late Night umbrella, tapping into a key activity for young adults -- late-night eating.
"We've learned that snacking at night is important to our loyal consumers because they're usually hungry after a night out with friends, and it serves as a key social occasion to relax and unwind with those friends," Julia Wells (pictured below), an Associate Marketing Manager who works on Doritos innovation, told me. "The trick was to find out what they were eating at night and then turn those foods into delicious Doritos flavors."
For inspiration, the Doritos team turned to quick service restaurants to identify top late-night foods, and using this research, launched Late Night Tacos At Midnight and Late Night Last Call Jalapeno Popper. These were two of the most successful new products introduced last year at Frito-Lay. So, this year, they’re bringing another all-time favorite food, cheeseburger, to life with new Doritos Late Night All-Nighter Cheeseburger –- available in stores now.
"As it turns out, there are many different kinds of cheeseburgers. For example, a cheeseburger enjoyed at an afternoon barbeque usually has a lot of lettuce and tomato on it. So, we did a lot of testing to get the right balance of grilled meat, cheese, condiment and bun flavor, really creating the ideal late-night burger," Andrea Edwards, a Certified Culinary Scientist at Frito-Lay whose recipes have been featured on Snack Chat and who worked on the Late Night Cheeseburger flavor, told me. In the end, consumers told us what would make up the ideal blend of ingredients for a late-night burger, and that's what we targeted.
Doritos consumers are very passionate about their lives and about their snacking. I think they'll agree with me that the Doritos brand team has filled a void for late-night snackers and has another success on their hands with Late Night All-Nighter Cheeseburger. What do you think?
Late Night All Nighter Cheeseburger....has potential but right now they are too salty.
Posted by: Sharon Bays | January 31, 2010 at 03:51 PM
I just discovered these in my local supermarket. I have to say I am enjoying them. I can absolutely taste pickles, onions, ketchup and grilled meat -- and while at first it's kinda unsettling to be having all those flavors in my mouth as I 'crunch,' the end result is you guys nailed it. Well done!
Posted by: Tom | February 01, 2010 at 10:42 AM
best flavor ever! tastes like a whopper
Posted by: mario | February 01, 2010 at 11:37 AM
Are they gluten free? My wife and son I know would love them but they can't take the chance.
Posted by: Dave O | February 04, 2010 at 05:37 PM
Oh my gosh---THESE GUYS RULE!!!! I LOVE THEM--YOU NAILED THE CHEEZEBURGER IN A CHIP ---KUDOS TO ALL OF YOU--I WANT TO TELL YOU--DON'T DISCONTINUE THIS FLAVOR THEY ROCK.
YOU MAY THINK THIS IS FOR THE YOUNG CROWD BUT I AM AN OLD YOUNG KID (57) THESE ARE AWESOME.
Posted by: Becki Stout | February 05, 2010 at 07:23 AM
Dave, yes, the Doritos Late Night Cheeseburger is both gluten and porcine free. Enjoy!
Posted by: Kristin | February 08, 2010 at 08:07 AM
how about a pizza flavor of some sort?
wow! these chips are astounding!
Posted by: Robert Bailey | February 09, 2010 at 05:33 AM
Robert - have you tried the Doritos Collisions Pizza Cravers & Ranch? Check them out: http://www.fritolay.com/our-snacks/doritos-pizza-cravers-ranch.html
Enjoy!
Posted by: Kristin | February 09, 2010 at 07:37 AM
how about Philly Cheese Steak flavor or Chili Cheese or Fajita or even that ne Lays flavor "Garden Vegetable and Basil"
Posted by: Brian H | February 10, 2010 at 01:29 PM
love your doritos cheese burger flavor. could eat a case thats how good i love them.
Posted by: mark cumpton | March 11, 2010 at 04:17 PM
I am in LOVE with the Cheeseburger Doritos,i have never had a better chip yet in 25 years of life! please do not discontinue this flavor ever, please keep it! also i agree a Philly Cheesesteak flavor could be awesome too!
Posted by: jen | April 07, 2010 at 05:37 PM
Do you happen to know the song from the commercial, or a link to the actual commercial?
Posted by: Anon-e Mouse | April 08, 2010 at 11:33 PM
The song featured in the Tacos at Midnight Late Night Doritos commercial is an original piece composed by Human (www.humanworldwide.com) for the ad spot. As a result, there is no song or specific artist information we have to pass on. Thanks for loving Late Night Doritos!
Posted by: Kristin | April 14, 2010 at 09:00 AM
Perhaps if I accidentally destroyed my tongue with a bucket of battery acid, these cheeseburger things might taste good. They are simply beyond disgusting. Vile.
Posted by: Steve Morschauser | April 21, 2010 at 06:20 AM
The song in the new Doritos Cheeseburger commercial is NOT the same as the ad from last year, totally different sound and lyrics, and sounds like an actual band's song. It's not the Human Worldwide whatever composition. If anyone knows the new one please let us all know.
Posted by: Dirk Hopkins | April 27, 2010 at 05:12 PM
i freaking love these the pickle taste is the most prominent, but they are great!
Posted by: ! | April 27, 2010 at 08:08 PM
can you please tell me the song on the commercial
Posted by: javier | April 29, 2010 at 07:08 PM
OK, I have more info on the song in the Cheeseburger Late Night Doritos commercial: The artist is Kyle Andrews and the track is "Bombs Away." Here is more info about him: Born in Chicago, singer, songwriter, and multi-instrumentalist Kyle Andrews relocated to Nashville in 2004 to start his musical career. His debut album, Amos in Ohio, was released by Badman Recordings on May 11, 2006, and he followed it with an EP, Find Love, Let Go, on October 30, 2007. His second full-length LP, Real Blasty, was released on his own Elephant Lady Records to critical acclaim on January 20, 2009, deemed by many as a "breakout" album.
The song "Bombs Away" is slated to appear on Kyle's forthcoming album, Robot Learn Love, which he is putting the final touches on now!
Thanks to everyone for your excitement about our ad! - Kristin H
Posted by: Kristin | April 30, 2010 at 09:24 AM
I love the cheeseburger doritos! Now where can I find them, my local stores aren't selling them and I would like to purchase some! What's next??? thank you keep them coming!!!
Posted by: J. Bartholomew | May 07, 2010 at 09:25 AM
You can use our online product locator to find stores near you that carry the Doritos Late Night All Nighter Cheeseburger: http://www.fritolay.com/our-snacks/where-to-buy.html
Posted by: Kristin | May 10, 2010 at 09:46 AM
I tried these for the first time last night and thought i was eating a mc d's cheeseburger. The best part was i didnt pay the price in the bathroom later as i usually do with mc d's cheeseburgers. Viva Doritos!
Posted by: Patrick B. | May 14, 2010 at 05:57 PM
These are horribly disgusting to me.
Posted by: Raymond | May 19, 2010 at 04:22 PM
I am usually pleased with new flavors, but these Cheeseburger Doritos were disgusting. My entire family tried them and thought they were terrible. I think you struck out with these!
Posted by: SDavis | June 12, 2010 at 04:34 PM
these are the best chips ever! ,ive only tried the cheeseburger ones and there amazing!
Posted by: This Is Stupid | July 04, 2010 at 08:15 AM
They taste just like McDonald's cheeseburgers! I love them, but they are hard to find in the stores. ;(
Posted by: Siadus | September 14, 2011 at 01:47 PM