Taco Bell apologizes for botching pre-launch of Locos Taco

If Edna Garrett taught me anything, it’s that you take the good, you take the bad, you take them both, and there you have the facts of life. Unfortunately for Taco Bell, a bit of that good is rubbing off on rival Chipotle, instead of its loyal customers.

As The Huffington Post reported, after Taco Bell announced on Facebook that it was releasing its highly anticipated Cool Ranch Doritos Locos Taco on Wednesday, a full day ahead of schedule, dubbing it “Fan Day,” fans went, well, loco. Alas, many enthusiasts were left with little to be enthused about. According to Business Insider, “this had the making of a great social media marketing fairy tale,” but when excited customers showed up at Taco Bells, they were turned away empty handed. It appears the social media marketers didn’t coordinate with the troops on the ground.