Taco Bell's (NYSE:YUM) website got a redesign this week, complete with a tiny URL made for mobile users and a feature that lets users order ahead.
The new site went live Monday morning with the new URL, ta.co.
"To stay relevant in culture now requires us to innovate in technology just much as we've innovated in food," CEO Brian Niccol told Bloomberg Business. "What we're driving toward is redefining the Taco Bell experience to go beyond the traditional drive-thru, dining-room experience."
Taco Bell, owned by Yum! Brands, gets roughly 5 million monthly visitors and its mobile app has been downloaded close to 3.7 million times.
The quick-serve chain already had a mobile app which it used largely as a learning lab, Niccol said. The newest incarnation now lets users customize burritos, place orders, and pay ahead with a mobile device. There is also a new search and nutrition calculator for both mobile and desktop users. The order customization means users won't be limited to the standard, uniform menu.
App users spend about 20 percent more than those who order in person. That's $10 more per order, according to Bloomberg. Taco Bell is also working on a mobile loyalty program.
The chain is also testing a designated pickup window at a location in San Francisco. Additionally, there is an ongoing pilot of digital order kiosks at a restaurant near Taco Bell's headquarters in Irvine, California.
Taco Bell's next innovation will likely be delivery. The chain has been testing a delivery program with a third party, DoorDash, at some 200 locations in Texas and California.
- See this Bloomberg Business article
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