15 years  after Taco Bell closed shop in Mexico, it’s back. And this time, it’s got a new approach.

An AP article describes the chain’s strategy to brand Taco Bell as more American, instead of trying to "compete with the sacred" (the revered fresh tacos that Mexico is known for):

    The company’s branding strategy — "Taco Bell is something else" — is an attempt to distance itself from any comparison to Mexico’s beloved taquerias, which sell traditional corn tortillas stuffed with an endless variety of fillings, from spicy beef to corn fungus and cow eyes.

Other twists? Tacos are now "Tacostadas"--yes, that name is completely made up--and french fries and soft-serve ice cream are now on the menu.

Pop culture historian Carlos Mosivais has a theory as to why Taco Bell is relaunching after failing miserably in ’92:

    "Taco Bell wants to take advantage of the perception that if something comes from the United States, it tastes better, that a country that has been Americanized is willing to Americanize food that is central to its cuisine...It is an absurd idea, and given that it’s so absurd, it may just be successful in upper-class areas."

More reason to try again? In the past 15 years, a lot has changed. American chains like Chili’s, KFC, and Starbucks have thrived. And now, Taco Bell is ready to claim its share of the pie. So far they’ve opened a couple stores in Monterrey, with plans to eventually expand to 300. But the reviews thus far have been mixed at best, ranging from confusion over the menu, to outright dissatisfaction:

    "Something is lacking here," said one customer..."Maybe the food shouldn’t come with french fries."

Do you think the second time will be a charm for Taco Bell? Or is the company making a huge mistake? Tell us what you think by posting a blog comment.