Taco Bell to launch in-app loyalty program

Taco Bell (NYSE:YUM) will launch its first customer loyalty program later this year. According to Tressie Lieberman, senior director of digital platforms and social engagement, the program will be part of the chain's mobile app.

"We're thinking of our experience as more of a game and less your traditional punch card," Lieberman told Bloomberg. The loyalty program, like the app, will be geared toward increasing consumer visits to Taco Bell.

The fast-food chain's app has been downloaded about 2.5 million times and contributed to the 6 percent same-store sales increase in the fourth quarter.

Although details have not yet been revealed, the app's new program may allow consumers to order catering and delivery, similar to the loyalty program options recently introduced by Starbucks (NASDAQ:SBUX). Taco Bell is already testing catering services in Houston.

The company offers mobile ordering and payment in 6,000 locations. Thus far, the company has seen success with its app, reporting that sales made via mobile are 20 percent higher than those made in-store.

For more:
-See this Bloomberg article

Related stories:
Taco Bell mobile sales 20% higher than in-store
Taco Bell to launch an upscale fast-casual chain
Taco Bell taps president as new CEO
Is Chipotle adding seafood to the menu?  
Chipotle expands into pizza business