Founder M. M. Carrigan’s literary magazine lives más, one issue at a time
Perhaps more than any other fast-food chain, Taco Bell has harnessed the power of obsession. It feels immune to the criticisms typically lobbed at fast food — dismal pay for workers, the homogenization of society,, bad quality — because, well, the Mexican pizza! Baja Blast! The tantalizing lowbrowness of it all! While other chains attempt to lure with health, trendy ingredients, or just the general idea of coolness, Taco Bell seems to eschew all things that don’tlike Taco Bell.
The lit mag has gained a following over the past three years, so much so that Taco Bell itself has become aware of its presence. We spoke to Carrigan about the sticky space between making mass food culture one’s own, and playing into corporate hands. And how “Live Más” can be more than just a way to sell burritos.It’s food that I’ve just always liked. I grew up in the suburbs of Baltimore, and Taco Bell was the rare fast-food place.
because it’s not snobby, it’s not prestigious. You can just come hang out in the Taco Bell parking lot and learn the magic tricks from the writers. We’re just sitting here talking and having fun and making art. We’re in our submission reading window right now and I’m seeing the kind of fun stuff that’s coming in, and everyone’s very aware of their audience.
I was thinking about it as almost reclaiming something. What does it mean to live más? The advertising gods have been able to define this brand and teach it to us and tell us what it is for so long. It ultimately means buying burritos. So I’m asking everyone, could we take that back and redefine it? I could be totally wrong, and at the end, they’re laughing as I’m still selling bean burritos for them.
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