Taco Bell has released a new version of its mobile app, introducing mobile ordering to customers. Using the app, iOS and Android users can create their order, using the exact ingredients they’d like on each food item, and then pay securely from within the app. There’s no need to set a pickup time, as users simply enter the store and approach the counter through a separate line to receive their food (or go through the drive-thru), with their meal prepared fresh when they arrive.
The Taco Bell mobile ordering system allows users to choose the nearby location they’d like to receive their order, and gives users access to browsing all available menu items at their leisure. Users can choose a specific food item and swipe to remove standard ingredients (like sour cream), or add extra ingredients or quantities of standard ingredients (like cheese sauce or guacamole, depending on the item) for an extra charge.
Once users have created their order, they can pay using their credit, debit or Taco Bell cards. Once the customer arrives at the store, their phone will give them a notification, asking if they’d like to check-in to this nearby location. If they accept the check-in prompt, their order is sent to the restaurant’s order board, and the kitchen staff makes the mobile order just as they would any other order.
If users have favorite food items on the menu, they’re encouraged to use the Rotate to Reorder feature, which sees them rotating their device to bring up their favorite items for easy reordering.
To further incentivize the use of the app, Taco Bell offers exclusive promotions to app users, like $1 Freezes. Users can also send e-gifts to friends.
“Decades ago, your car keys were the ticket to convenience at the drive-thru. Today as food culture changes and generations grow up with smart phones, our customers seek restaurant experiences that fit their lifestyle,” said Brian Niccol, president of Taco Bell Corp, in a statement. “We believe mobile ordering and payment is the biggest innovation since the drive-thru. Our new mobile ordering app is just the beginning of how we’re using technology to break down the walls of our restaurants and become more transparent with our customers about our food.”