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.”
You’ll find from reading the article that the connection to the restaurant chain is entirely due to the nature of the aid stations in the race, which were part of the joke that started this thing.
I’d bet that a lesser chain wouldn’t be an option for jokey aid stations, simply because they wouldn’t have as many locations so evenly spaced.
You’d also find - again, if you do get a chance to read it - that the article isn’t an ad for taco bell; far from it.
But you may be your own obstacle to understanding this piece. Get over that obstacle and you should be set!