It just got even easier to order a burrito – at least at Taco Bell.
The restaurant chain this week became the first quick service restaurant to launch a mobile ordering and payment app for dining room and drive-thru orders. The free mobile app, available for both Android and iOS, allows customers to order off the full menu and even customize orders.
The mobile app is one of Taco Bell’s largest, most ambitious launches to date and is aimed at increasing customer engagement by offering an experience that fits its customer’s on-the-go lifestyle.
“Decades ago, your car keys were the ticket to convenience at the drive-thru,” said Brian Niccol, president of Taco Bell Corp, in a release. “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.”
App Feature Will Build Customer Loyalty
Taco Bell’s new app offers multiple features that the restaurant says will change the “Taco Bell” experience. Customers view and choose ingredients to customize their order. The method of payment is secured, and customers can pick up their cheese gorditas or beef burritos either in the restaurant or at the drive-thru.
They are the first restaurant to offer the patent-pending “Rotate to Reorder” feature that saves a customer’s previous orders; allowing them to reorder the same meal quickly.
Taco Bell Listened
“We knew it was important to listen and know exactly what the consumer wants in a mobile app experience,” said Tresssie Lieberman, senior director of digital marketing and platforms at Taco Bell. “We’ll continue to listen to our community and evolve the app to meet their needs.”
The new app, available in the App Store and on Google Play, is part of Taco Bell’s goal to double revenue to $14 billion and add 2,000 locations over the next eight years. It follows its major breakfast launch earlier this year.
Social Media Goes Dark
To promote the Taco Bell mobile app, the restaurant’s high trafficked social media platforms, including Facebook, Twitter, Tumblr and Instagram are dark. A simple message, #onlyintheapp, is on each of the sites to prompt viewers to the new app.
Customers who used Taco Bell’s older app will receive an update for the new mobile ordering app.