History only has room for a few figures so large that they can be referred to by one name. Churchill, Lincoln, Axton…What? You haven’t of the man who is single-handedly responsible for the return of Taco Bell’s Beefy Crunch burrito? Allow this video from the taco chain to enlighten you.
Richard Axton spent five years rallying supporters of the Frito-filled burrito and mobilized around 400,000 people to demand that Beefy Crunch return to its rightful place above the Mexican Pizza thing that no one has ever ordered.
His story began in 2011, when he attempted to order his favorite food and was told that it had been discontinued. (This will be the “call to adventure” in the eventual Hollywood adaptation). He started the Beefy Crunch Movement soon thereafter, organizing a group of die-hards on social media to push for their lost menu item.
Their efforts came to a head last year, when Axton led a campaign to harangue the chain’s social media accounts until they got the burrito they wanted. After a week of constant hounding, Richard called for peace.
“If you can give us a gesture on your part that good things are coming, we’ll have patience for a little bit longer,” he said.
The chain relented, offering the burrito until July 10 nationwide. Axton sees his fight as an inspiration for others.
“It doesn’t matter what it is that you’re fighting for, whether it’s as small as a burrito or bigger things,” he said. “You do have a voice, and whatever you have a passion for, go for it, fight for it.”
(Via First We Feast)