Every fall, a group of Denver runners celebrates National Taco Day by running 31 miles using the fast food Mexican chain as aid stations

While Leadville 100 luminary Ken Chlouber has famously motivated runners for 40 years by saying “You’re better than you think you are, you can do more than you think you can,” Romero says the motto of the Taco Bell 50K is that “you’re hungrier than you think you are, and you can eat more than you think you can.”