Even this guy knew what 4/20 was. (Taco Bell)

Taco Bell president: “But seriously what is 4/20?”

Of course Taco Bell president Brian Niccol knows what 4/20 is. But since everybody loves a good 4/20 joke — even mediocre ones coming from corporate titans pushing fast food on the masses — Niccol dropped a couple of them into his Reddit Ask Me Anything yesterday.

Taco Bell president Brian Niccol
Taco Bell president Brian Niccol

When a user asked, “How much have your sales increased in Colorado since the legalization of marijuana?” Niccol answered, “420% (But seriously what is 4/20?)”

The winking answer set off a firestorm of “is-he-being-serious?” complaints, but Niccol went on to have some fun on the AMA, which was timed to the launch of Taco Bell’s breakfast menu. Another user asked him what dream food he’d like to add to TB’s menu and he responded with a single word: “Cerveza.”

AMA overload: Remember when Snoop Dogg hijacked Will Ferrell’s AMA? What about when Cannabist pot critic Jake Brown gave weed-and-sex advice on his AMA? What about when Cannabist editor Ricardo Baca pondered his potential relation to one of the first people arrested for marijuana in the 1930s? Read more AMA fun here.

As with many AMAs with execs, the best part of Niccol’s Q&A was the user comments. A user asked Niccol what the worst thing is about his job. He replied, “It is the greatest job ever. Only thing better would be the CEO…”

And then they were off.

“Sounds like some House of Cards type shit.”

“I would watch the f–k out of House of Chalupas.”

“I’d love the subplots around competition with Los Pollos Hermanos.”

“In the Game of Tacos you dip or you fry. There is no middle ground.”

“You live the Game of Tacos, or you die playing it! The CEO will now return to his throne of nachos and taco shells.”

And it’s still going.

Even Taco Bell's president likes 4/20 jokes. (Reddit)
Even Taco Bell’s president likes 4/20 jokes. (Reddit)