Taco Bell Launches Online Ordering and Enhanced Digital Experience
with ta.co Website
New Digital Innovation & On Demand Team Charged with Evolving
Customer and Team Member Experiences Through Technology
IRVINE, Calif.–(BUSINESS WIRE)–As part of its ongoing commitment to use technology to further improve
the fast food experience, Taco Bell® today is launching ta.co,
the brand’s new virtual flagship restaurant and website that allows
consumers to customize, order and pay in advance. ta.co gives users the
keys to the Taco Bell kitchen by opening up the menu to explore
combinations they have never seen before in the restaurant. It offers a
seamless experience how they want it: across mobile devices, tablets and
“Innovation has always been a part of Taco Bell’s core, and ta.co is our
latest promise to make the brand accessible whenever, wherever and
however consumers want it,” said Taco Bell CEO, Brian Niccol. “At Taco
Bell, we’re rooted in delivering delicious, craveable and affordable
Mexican-inspired food. We use technology, design and a heavy dose of
creativity to deliver on that promise, all while making our brand more
relevant to digital savvy customers.”
ta.co is more than a creative website celebrating the brand’s core
product – tacos. It redefines e-commerce for the fast food industry. It
features richer content, access to more information and a complete
design overhaul to speak directly with the brand’s core millennial fans.
It is another step in the brand’s commitment to round the clock access
Key features include:
Online ordering: A new, exciting feature of the website. Due to
the success of our mobile app, fans can now place orders and pay ahead
for in-store pick up, where they even get to skip to the front of the
line inside the restaurant.
Customization: With ta.co, you can personalize every meal and
create your own culinary masterpiece, and save your orders so you
always remember your favorite creations.
Search: Simply type in any product name and the smart search
feature will serve up quick recommendations to order fast.
The Feed: A culturally relevant publishing channel where we’re
curating new content into one easy-to-access place for fans. When we
collaborate with people, companies, and cultural icons, The Feed will
be the place to find in-depth and behind-the-scenes details, creating
a new way for fans to experience what they already love about Taco
Nutrition calculator: Transparency has been, and always will
be, an important part of Taco Bell’s food journey. ta.co features a
new nutrition calculator, making it easier to access ingredient
information specifically for your custom order.
Careers: A careers section is prominently featured on ta.co,
allowing people to quickly find the latest information about available
positions within our restaurants and our corporate headquarters.
Digital Innovation & On Demand
To further the brand’s commitment to easy, convenient and amazing
experiences, Taco Bell formed a Digital Innovation & On Demand team to
identify where technology can exceed the wants and needs of customers
and team members in real-time to ignite a superior experience. The lean,
nimble team includes cross-functional members who embrace a holistic
approach to the business.
“The Digital Innovation & On Demand team applies a start-up mindset to
everything we do, quickly prototyping and solving customer needs in
innovative ways every day,” said Tressie Lieberman, Vice President of
Digital. “The team is focused on improving productivity, questioning the
status quo and piloting new ways of working.”
While ta.co is the latest initiative from this team, the company started
its digital innovation journey with the nationwide launch of its mobile
ordering and pay app, Live Más, last fall. The app received a phenomenal
response, resulting in 3.7 million downloads and check growth of 30
percent, largely driven by customization. Since then, the Digital
Innovation & On Demand team has focused on a variety of initiatives
including ta.co and more:
Delivery: This summer the team spearheaded a partnership with
DoorDash to roll out delivery service in more than 200 markets. This
work will continue to be a priority as the company will continue to
expand delivery to additional markets nationwide.
Beta Living: Testing prototypes to digitalize and enhance the
in-store experience is underway at one of the company’s Irvine
restaurant locations. Prototypes include:
Ordering kiosks, allowing consumers to have fun and get
creative making customized creations in the restaurant, all at the
touch of their fingertips.
A virtual kitchen where customers can see their food being
made to order in the back of the restaurant via a monitor located
at the front of the restaurant.
A digital communication board to inform every restaurant
team member about the latest news, rather than posting paper
- Ordering kiosks, allowing consumers to have fun and get
Gamification: With the launch of the Taco Bell app, the company
has obtained live feedback and analytics to help evolve the platform.
The next big release will include a gamified feature to reflect
the brand and drive loyalty, launching in late 2015 and
revolutionizing the customer experience in a uniquely Taco Bell way.
As part of Taco Bell’s overall growth plan, more focus will be put on
the rise of the on-demand economy and how the brand can provide ultimate
convenience and ease for customers and employees online and in-line.
About Taco Bell Corp.
Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the
nation’s leading Mexican-inspired quick service restaurant. Taco Bell
serves made to order and customizable tacos, burritos, and specialties,
such as the exclusive Doritos® Locos Tacos, high-protein Cantina Power®
Menu and lower in calorie Fresco
Menu. Taco Bell Breakfast offers portable, classic items such as the
A.M. Crunchwrap®, Biscuit Taco and signature burritos. The company
encourages customers to “Live Más,” both through its food and in ways
such as its Feed
The Beat® music program and its nonprofit organization, the Taco
Bell® Foundation™. Taco Bell and its more than 350 franchise
organizations have more than 6,000 restaurants across the United States
that proudly serve more than 45 million customers every week.