The Quesarito's Comeback: How Taco Bell Turned a Viral Meme into a Holiday Feast

IRVINE, CA – December 17, 2025 – It’s a holiday comeback story a decade in the making, blending fast food, basketball, and the enduring power of an internet meme. This week, Taco Bell announced the nationwide return of its fan-favorite Quesarito, a cheesy, multi-layered burrito that has been the subject of fervent fan campaigns since its departure from menus. But this is no ordinary product relaunch. The campaign is inextricably linked to a legendary, accidental crossover moment involving Denver Nuggets superstar Nikola Jokić, whose 2014 NBA draft selection was famously overshadowed by a commercial for the very item he’s now being asked to finally try.

Starting December 18, the Quesarito will be available for a limited time, a move the company credits directly to consumer demand. However, the marketing blitz surrounding its return focuses squarely on Jokić, with Taco Bell playfully issuing a public apology and an open invitation for the three-time MVP to settle a decade-old score and take his first-ever bite. It’s a masterclass in modern marketing that embraces a brand's own awkward history, turning a viral moment into the centerpiece of a major campaign.

Anatomy of an Accidental Meme

To understand the strategy, one must travel back to June 26, 2014. During the second round of the NBA Draft, as ESPN announced the Denver Nuggets’ 41st pick, the broadcast abruptly cut away from the proceedings. Instead of highlighting the little-known Serbian prospect, Nikola Jokić, viewers were treated to a full-screen advertisement for Taco Bell’s then-new Quesarito. A small graphic at the bottom of the screen was the only confirmation that a future MVP had just been drafted.

At the time, Jokić was reportedly asleep in Serbia and missed the moment entirely. But the internet did not. The clip of the Quesarito commercial interrupting his big break quickly went viral, becoming an iconic piece of sports and pop culture lore. Year after year, as Jokić’s star ascended from a relative unknown to one of the greatest players in the league, the meme gained new life. It became a running joke on social media and in comment threads, a symbol of his humble beginnings and the ultimate draft-night underdog story. The irony of a fast-food burrito stealing the spotlight from a future NBA champion only made the moment more legendary.

Fan Power and the Return of a Legend

While the Jokić meme simmered online, the Quesarito itself was building its own legacy. The item, a burrito wrapped in a grilled, cheese-filled quesadilla, was an instant hit upon its 2014 debut. It represented an era of menu innovation for the brand, combining multiple favorites into one craveable mashup. However, in a move to streamline operations during the pandemic, the Quesarito was made an app-exclusive item in 2020 before being fully discontinued in April 2023.

The removal sparked an immediate and sustained outcry from its dedicated fanbase. Online petitions circulated, Reddit threads swelled with nostalgic tributes, and social media accounts were created with the sole purpose of demanding its return. This persistent digital chorus did not go unnoticed. "We heard our fans loud and clear," said Luis Restrepo, Chief Marketing Officer at Taco Bell, in a press release. "Their passion turned the Quesarito into a Taco Bell legend and bringing it back for the holidays felt like the perfect way to celebrate that energy."

This comeback underscores a significant trend in the fast-food industry: the growing power of the consumer voice. In an age of constant social media feedback, brands are increasingly responsive to fan-led campaigns, recognizing that bringing back a beloved item is a near-guaranteed way to generate both goodwill and sales.

A Masterclass in Meme Marketing

Instead of creating a new marketing angle from scratch, Taco Bell has chosen to fully embrace the accidental history that connects its product to the NBA star. The campaign is a savvy, self-aware nod to the clip that, as the company puts it, "never left internet consciousness." By issuing a public, tongue-in-cheek apology to Jokić for stealing his spotlight, the brand generates a narrative that is far more engaging than a simple product announcement. This strategy taps into a pre-existing cultural moment, inviting millions of sports fans and internet denizens who know the meme to participate in the story.

This approach aligns with a broader industry trend of leveraging nostalgia and pop culture for Limited-Time Offers (LTOs). However, Taco Bell's execution is unique. Rather than paying for a straightforward celebrity endorsement, it is capitalizing on an organic, decade-old connection and, crucially, the celebrity's playful reluctance to engage. Billboards have even been spotted that lean into the joke, further integrating the viral moment into the physical world.

At the center of this marketing whirlwind, however, is the very person it revolves around, and he remains hilariously unimpressed. When asked if he would finally try the Quesarito, Nikola Jokić’s response was direct and perfectly in character. "No," he stated. "It's nice they're finally apologizing. But no." This refusal is not a setback for the campaign; it's the punchline. His deadpan rejection, which he first linked to the draft incident earlier this year when he revealed he'd never tried Taco Bell because of it, adds an authentic and humorous layer that a paid sponsorship could never achieve.

The Quesarito returns to menus for $4.99, though Taco Bell Rewards Members will have a chance to score one for just $1 during a special app-exclusive drop on December 23. The stage is set, the cheesy delicacy is back, and the internet is watching. The only question that remains is the one Taco Bell is happily asking: will the reluctant star of the show ever change his mind?