Taco Bell Makes a Run for Doorbells

QSR will begin testing home delivery this year.

April 13, 2015

MCLEAN, Va. – Taco Bell is getting into delivery, reports USA Today.

"We are positioning ourselves for clock-less eating," CEO Brian Niccol told the news source. "Technology is changing the way people interact with restaurants and retail." That's why Taco Bell is trying to move the needle not only with its new mobile app — but also is looking into delivery. "We have to appeal to the taste and spirit of Millennials — who want access to anything they want, when they want."

Taco Bell spokesman Rob Poetsch commented that the QSR hopes to begin testing delivery this year, but declined to offer specifics on where and when. "Delivery is the number one Taco Bell topic on Twitter on the weekends," he said.

"Fast-food delivery is the definitive next step," Sarah Lockyer, editor in chief of Nation's Restaurant News, told USA Today. "In an age of Amazon, Netflix and Uber, consumers expect everything they want on demand." She added that many consumers would also be willing to pay extra for delivery. "It's shocking how much prices can go up, yet consumers will still frequent if the brand if it gives them what they want," she said.

Lockyer also hinted that the even younger generation of consumers, Gen Z (those under 18), which is getting ready to take over the coveted retail focus that Millennials have been holding, may be more of the target audience for fast-food delivery.

Outside of pizza delivery, no QSR has found comparable success with delivery – but not for lack of trying. The newspaper notes that Burger King began testing its delivery service, BK Delivers, in early 2012. Starbucks is also exploring delivery.

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