Doritos Locos Tacos visionary dies at 41

Discussion in 'The Howard Stern Show' started by FishySausage, Dec 14, 2013.

  1. FishySausage

    FishySausage Original Nuttah VIP Gold

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    http://www.usatoday.com/story/news/nation-now/2013/12/03/doritos-locos-tacos-creator-dead/3852005/

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    The visionary behind the billion-dollar Doritos Locos Tacos idea never made any money on it.

    Instead, Todd Mills shrugged off any attention, simply wanting his "cool idea" to come true, said Mills' wife, Ginger.

    Mills, 41, died on Thanksgiving after battling brain cancer. He's survived by daughters, Tyler, 19, and Lainey, 6.

    When friends learned he had passed away, they took pictures of themselves eating the tacos and posted the images to Facebook, Ginger Mills said.

    "It was a sweet memorial," she said.


    Mike Essmann, a friend of Todd Mills, poses with a Doritos Locos Taco with his wife, Mercedes, and son, Mike, Jr. Essmann posted the photo to Mills' Facebook page after Mills passed away.(Photo: Courtesy of Mike Essmann)
    Mills said her husband often made taco salads using Doritos and frequently said someone should make taco shells out of the cheesy snack.

    In 2009, Mills wrote a letter to Frito-Lay pitching the idea. Their response was, "Thanks, but no thanks," Ginger Mills said.

    After receiving the rejection letter, he vowed to pursue the idea "from the grass-roots level," said longtime friend Jimmy Looney, who served in the Air Force with Mills.

    Mills started the Facebook page "Taco Shells from Doritos Movement" in 2009, encouraging followers to "tell Frito-Lay that we demand nacho cheesy taco shells!"

    On the page, Mills posted photoshopped images of well known figures including Albert Einstein with a cheesy taco shell in a thought bubble, Steve Jobs holding a Macbook with a cheesy taco shell on the screen and Chuck Norris doing a karate kick while holding a cheesy taco shell. The page has more than 4,200 likes.


    (Photo: Taco Shells Made from Doritos Movement Facebook page)
    "He was a master with Photoshop, and he created this movement," Looney said.

    One day, Todd noticed Taco Bell had commented on one of his images.

    "He was really excited," Ginger Mills said. "Taco Bell was paying attention to him. Of course, we called everyone we knew."

    In 2012, Todd Mills received a phone call from Taco Bell. The company was developing the prized creation — calling it the Doritos Locos Tacos — and wanted to fly Todd out to its test kitchen in California. He was among the first people to try the new product.

    In an e-mailed statement, Taco Bell called Mills a "true friend" of the company. "We are honored to have had his support through the Doritos for Taco Shells Movement on Facebook, and we admire his strength and optimism during his recent battle. Our thoughts and sympathies are with Todd's family during this time," according to Taco Bell's statement.

    The experimental combination has paid off for Taco Bell. This year, the company said it exceeded $1 billion in sales of the Doritos Locos Tacos, according to The Huffington Post.

    It's unclear how much influence Mills had on Taco Bell's launch of the Locos Tacos. Although friends, including Looney, had urged Mills to seek compensation for the idea he championed, Todd did not pursue it.

    "Todd being Todd, he never asked for anything," Looney said. "He said, 'I just want my tacos.'"

    Cancer forced Mills to stop working in August as the vice president of media and information technology at the Little Rock Regional Chamber of Commerce, Looney said.


    Todd Mills' daughter, Lainey, 6.(Photo: Family photo)
    As he went through two brain surgeries and a lung surgery, Looney set up a website to accept donations to help pay for Mills' medical bills. Mills would never set up such a site himself, Looney said. Looney reached out to Taco Bell's CEO on Twitter, and the company donated $1,000, Looney said.

    Looney described Mills as "a guy with a good idea and a good heart." Mills' funeral was held Dec. 2. Afterward, Looney said, friends went to Taco Bell and had Doritos Locos Tacos in his honor.




    Unbelievably sad that those bastards at taco bell couldn't find the scratch to take care of this guy.
    PS. The story is a week old. Not sure if its been posted. I didn't see it :coffee:
     
    Last edited: Dec 14, 2013
  2. F Vick

    F Vick Stuck up cunt Banned User

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    1,000?!?'
     
  3. GaryPuppet

    GaryPuppet Well-Known Member

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    I wonder if JD, Jon Hein and Jason are in mourning?
     
  4. FishySausage

    FishySausage Original Nuttah VIP Gold

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    Right?!??!

    If I ate at taco bell, I would boycott
     
  5. stripes

    stripes Active Member Banned User

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    the $1000 is kinda a slap in the ol face...cross branding, doritos, yum brands inc. billions new revenue... sometimes you wanna smack the fuck outta someone...:facepalm:
     
  6. stripes

    stripes Active Member Banned User

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    couldnt take care of the guys young kids now huh? nice
     
  7. Dirty South

    Dirty South Large Member

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    College funds for the kids at a bare minimum, heartless corporate fucks.
     
  8. Obi Drunkenobe

    Obi Drunkenobe VIP Extreme Gold

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    His gift to the world will keep his memory alive :sad:
     
  9. Shortwave98

    Shortwave98 A-Number 1 Banned User

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    All afternoon and evening!
     
  10. Chimney Portions

    Chimney Portions I drink cum Banned User

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    Same here. Thankfully, I have a modicum of self respect, so I don't.
     
  11. DisturbedOne

    DisturbedOne Member

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    Last Dorito I eat, fuck you Frito-Lay. Misers.
     
  12. chapped

    chapped Well-Known Member

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    don't worry ... i hear he will be just as good in the mourning just a little cold and soggy but still taste wonderful
     
  13. FSFN

    FSFN Well-Known Member

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    Pics of Tyler please. She's probably on twitter. Puppet get on it.
     
  14. qb123

    qb123 Well-Known Member

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    Cheap greedy fuckers. the family needs to get some shyster lawyer to get a piece of the pie since it was his idea. The bad press alone will force Taco Bell to settle out of court.
     
  15. SouthernListen

    SouthernListen I don't follow the crowd. Sorry about that. VIP

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  16. SouthernListen

    SouthernListen I don't follow the crowd. Sorry about that. VIP

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    My father in law has the unique ability to pontificate endlessly without ever saying one correct thing. Last weekend I was treated to the gem of "I don't know why there are all these Mexican restaurants, the food at Taco Bell is a lot better".
     
  17. MutteringJohn

    MutteringJohn Well-Known Member

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    Very generous donation. Let's see, they spend $4 million on a 30 second Super Bowl commercial so a thousand dollars to a guy dying of brain cancer. Sounds about right to me.
     
  18. Samurai

    Samurai Well-Known Member VIP

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    I think your father in law and mine were twins separated at birth. After a very long winded and pointless monologue regarding the behavioral quirks of canines, he capped it with a claim that his dog once crapped in the bathtub because she had previously stared at him "with a funny look on her face" while he crapped in the toilet.

    Anyway, I eat at Taco Bell on rare occasion, but have had zero desire to try one of the Doritos creations.
     
  19. AmericasJudge

    AmericasJudge Well-Known Member

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    I'm disgusted by their minuscule donation.
     
  20. BooeyBanana

    BooeyBanana Well-Known Member

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    Taco Bell should have a lot of spare cash to give that guy's family.....they obviously don't spend a ton on great quality "meat" for their tacos.