Industry News | October 28, 2014

Taco Bell Unveils Mobile App for In-Store, Drive-Thru Ordering

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Today, Taco Bell became the first quick serve to launch its mobile ordering and payment app at participating restaurants nationwide for both drive-thru and dining-room orders. The free Taco Bell mobile ordering app for iOS and Android gives consumers complete access to every Taco Bell ingredient to create what they want, when they want it, all in the palm of their hand.

This new app, available in the App Store and on Google Play, has multiple features that go beyond mobile ordering to bring a new Taco Bell experience to fans. Consumers get to view and select ingredients to customize an order like never before, in addition to paying securely and picking up the order conveniently through drive thru or in a separate line within the store. Taco Bell is the first business to offer “Rotate to Reorder,” a feature that makes reordering customized favorites as easy as a flick of the wrist.

“Decades ago, your car keys were the ticket to convenience at the drive thru. Today as food culture changes and generations grow up with smart phones, our customers seek restaurant experiences that fit their lifestyle,” says Brian Niccol, president of Taco Bell Corp. “We believe mobile ordering and payment is the biggest innovation since the drive-thru. Our new mobile ordering app is just the beginning of how we’re using technology to break down the walls of our restaurants and become more transparent with our customers about our food.”

Following a successful breakfast launch in early 2014, the Taco Bell mobile ordering app reinforces Taco Bell’s commitment to be even better and more relevant for customers, operators, and team members. The app supports the brand’s commitment to reach its goal to double revenue to $14 billion and add 2,000 locations over the next eight years by providing customers another way to access Taco Bell.

“We began this journey two years ago because we knew it was important to listen and know exactly what the consumer wants in a mobile experience,” says Tressie Lieberman, senior director of digital marketing and platforms for Taco Bell Corp. “The Taco Bell mobile ordering app delivers location based ordering, a secure payment system and personalization, all while unlocking the Taco Bell kitchen and ingredients like never before. These features are just the beginning. We’ll continue to listen to our community and evolve the app to meet their needs in a way only Taco Bell can.”

Taco Bell’s social media platforms have gone dark, revealing the new way to Taco Bell is #onlyintheapp. While silent, each social media platform, as well as Taco Bell’s website, will provide only a disruptive message and link to download the new app. Consumers with the previous Taco Bell mobile app will receive an update for the new mobile ordering app.

Taco Bell®mobile ordering app partners include mobile design and digital campaign by DigitasLBi with TV spot production from Deutsch L.A., in-store POP and packaging by FCBLA, and public relations support from Taylor. Technology partners include CARDFREE, Tillster, and XPIENT.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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