Taco Bell Introducing Mobile Ordering Nationwide Later This Year

Thursday February 13, 2014 10:46 AM PST by Jordan Golson
Taco BellTaco Bell is planning to roll out its mobile ordering platform nationwide later this year, according to a report from Nation's Restaurant News, an industry trade publication. Taco Bell has been developing its new mobile ordering app for two-and-a-half years, testing the platform at five stores in California.

A number of other restaurants have supported mobile ordering, including Chipotle, as well as pizza restaurants including Domino's and Pizza Hut. However, a quick-serve restaurant like Taco Bell provides a different type of service with much less customization and customers that expect prompt turnaround on orders.

The app will allow users to find their closest restaurant, display pricing specific to that location along with customized menu selections and more. Users will be able to use Taco Bell gift cards or stored credit cards, with orders flagged in the restaurant as from a mobile device. Then, the app determines the users' location to determine when they are near the restaurant and only then will it send the order to be prepared.

Crunchytaco
Workers will be challenged to maintain speed of service during peak hours, when restaurants are receiving a steady flow of mobile orders at the same time guests are lined up at the counter. However, [Jeff Jenkins, mobile lead for Taco Bell] contends that mobile ordering will help eliminate some of the drag caused by consumers with “menu board anxiety,” as well as improving accuracy. When ordering by smartphone, for example, guests can take their time deciding whether to add sour cream or remove the cheese without holding up the line. “It’s really more about convenience and customization,” he noted.
Taco Bell told NRN that it expects young Millennials, its primary customer demographic, will embrace the mobile ordering platform. NRN claims that 74 percent of consumers aged 18 to 34 said they would order takeout/delivery on a mobile device, if it were available.

According to Jenkins, Taco Bell's mobile lead, "Mobile is the biggest shift in QSR since the drive thru" and "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 has an existing app, but the new mobile ordering is expected to roll out nationally later this year.

Top Rated Comments

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Posted: 9 months ago

Taco bell is disgusting...


..ly delicious.
Rating: 18 Votes
Posted: 9 months ago

Taco bell is disgusting.


Thanks for the well thought contribution to this article.
Rating: 15 Votes
Posted: 9 months ago

omg yes! now i don't have to drive stoned to get my favorite stoner meal!

Perfect example of a response for a don't do drugs campaign. Clearly what you though you read in the article you clearly did not comprehend.
Rating: 12 Votes
Posted: 9 months ago
omg yes! now i don't have to drive stoned to get my favorite stoner meal!

edit: its not delivery. looks like ill have to still drive stoned
Rating: 8 Votes
Posted: 9 months ago
Taco bell is disgusting.
Rating: 8 Votes
Posted: 9 months ago
Rating: 7 Votes
Posted: 9 months ago

omg yes! now i don't have to drive stoned to get my favorite stoner meal!


then how would you pick it up?
Rating: 5 Votes
Posted: 9 months ago
So, will this system also link to a mapping app showing the nearest restrooms? :D
Rating: 5 Votes
Posted: 9 months ago

then how would you pick it up?


oh man. i thought it was delivery. i got too excited
Rating: 3 Votes
Posted: 9 months ago
I don't really eat Taco Bell but I must say I LOVE the Chipotle app. It's so awesome if I'm about to leave work for the day and don't feel like cooking I just order what I want swing by the store on the way home and it's ready to go. Sometimes the line is pretty long since my Chipotle is right across the road from a children's hospital so the app is pretty handy for avoiding a line of people that typically don't know what they want. :p

I think the Mobile Ordering apps are a great idea.
Rating: 2 Votes

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