Taco Bell is taking social marketing to a new level, holding its popular Beefy Crunch Burrito “hostage” for Instagram likes.
The popular Mexican fast food chain, owned by Yum Brands (YUM), is saying that if a picture of the burrito—which includes Fritos corn chips, nacho cheese, and sour cream stuffed into a tortilla—gets 50,000 likes on the social media site, it will keep the limited time item on its menu, according to advertising news site Campaign US.
But fans of the burrito are not happy.
“Why can’t it just stay forever,” asked one user. Others used the platform as a place to beg for vegan burritos.
Others wanted to know why this menu item was being offered a reprieve but their own favorite concoction wasn’t given that chance:
“You keep this but get rid of the quesalupa?!” one Instagrammer asked.
The image has the required 50,000 likes, so fans can keep ingesting the 500 calorie gut bombs for at least a little while longer.