IRVINE, Calif.—Taco Bell is merging technological advancements, innovative operations and a people-first approach into a new store concept: Taco Bell Go Mobile.
The Yum Brands-owned Taco Bell Go Mobile locations will be smaller sites—1,325 square feet compared to the regular 2,500-square-foot outlets. According to Taco Bell, the chain is offering several new digital features that will allow guests to order ahead through the brand’s mobile app and make a frictionless payment. The Go Mobile restaurant will be available in Q1 of 2021 and will feature several updates aimed at enhancing the customer experience, including:
- Dual Drive-Thru: The stores will have two drive-thru lanes—a traditional lane and a priority pick-up lane with rapid service for customers who order via the Taco Bell app.
- Synchronized Digital Experience: This will be powered by smart kitchen technology that’s integrated with the Taco Bell app.
- Curbside Pick-Up: Taco Bell Go Mobile customers will have the option to receive their order via contactless curbside pick-up, another convenient alternative that today’s consumers want.
- Bellhops: To streamline service, Taco Bell Go Mobile also will offer tablet ordering in drive-thrus and curbside pickup, both operated by a concierge service of team members, known as “bellhops.”
“With demand for our drive-thru at an all-time high, we know adapting to meet our consumers’ rapidly changing needs has never been more important," said Mike Grams, president, Global COO, Taco Bell. "The Taco Bell Go Mobile restaurant concept is not only an evolved physical footprint, but a completely synchronized digital experience centered around streamlining guest access points. For the first time, our guests will have the ability to choose the pick-up experience that best fits their needs, all while never leaving the comfort of their cars."
The chain has worked to improve speed of service and reports that the average time spent in a drive-thru has been reduced by more than 15 seconds since the first quarter of 2020.
In addition, Taco Bell has rolled out other digital innovation outside of the restaurant experience. Launched nationally in July, the Taco Bell mobile app’s new beta loyalty program gives customers a deeper level of customization in what and how they order. Taco Bell’s focus on improving drive-thru service and encouraging guests to order ahead unlocks a faster and more accurate restaurant experience than ever before. Through the pandemic and beyond, Taco Bell will continue to introduce new ways to modernize the customer experience, the company said.
Taco Bell has more than 34,000 restaurants offering delivery around the world, a 13% increase year over year driven in part by expanded aggregator partnerships.