Taco Bell to Launch Mobile Ordering

Smartphone app is in the test phase at five Orange County locations.

February 18, 2014

IRVINE, CA – Taco Bell is readying mobile ordering capabilities for a new smartphone app that will be released later this year, USA Today reports.

The QSR chain began developing the app more than two years ago and is now testing it at five Orange County locations, according to Nation’s Restaurant News.

The move is designed to tap into the preferences of its primary demographic, younger Millennials.

"Mobile is the biggest shift in QSR since the drive thru," mobile lead Jeff Jenkins said. "If you can get 10 million people to download your app, you're putting a portal to Taco Bell in 10 million pockets."

Taco Bell’s proprietary ordering system will be tailored to its marketing theme, "Live Más." "Living Más is all about doing things differently," Jenkins said. "One brand will be extraordinary, while everyone else is ordinary. We asked, 'How do we become extraordinary?'"

Upon opening the app, users are greeted with a customized message that reflects the daypart. It then presents the nearest Taco Bell locations, their hours, and menus with pricing.

While ordering, the user is presented with upsell opportunities — for instance, adding a drink or dessert. And users’ favorite orders can be saved for future use.

A GPS locator tracks the user’s location and alerts the kitchen to ensure a hot and ready meal is prepared. The guest can pick up his or her meal in-store or from the drive-thru once they arrive at the restaurant.

Taco Bell’s chief information officer Greg Fancher said mobile is the primary focus for the chain at the moment. McDonald’s and Chick-fil-A are also reportedly working on adding mobile ordering capabilities.

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