Taco Bell is the latest chain to introduce a smartphone app that will make mobile ordering and payment easier. It will let customers place an order, customize it and pay with a credit card or gift card. Once the user enters a restaurant location for picking up the order, a nifty GPS locator in the app tells the kitchen when to estimate the customer’s arrival so the food is fresh and hot. Upon opening the app, guests are greeted with a message that is tailored to the time of day. It then presents the menu and immediately allows users to find the Taco Bell closest to them. Pricing, hours and directions appear for the specific location chosen.
Taco Bell saw the app as a way to be extraordinary and stand out to millennials. The app will be “a portal to Taco Bell in 10 million people’s pockets.” There are opportunities for upsell with desserts and drinks. After the revival of Taco Bell with the Dorito’s locos taco, it maked sense that they are trying to stay relevant and on the cutting edge.