Taco Bell meal (Photo : Reuters)
Taco Bell has introduced a new way to build customized nachos, tacos, or burritos Instead of buying all the items at the fast food restaurant and then assembling them. The global chain has unveiled a new website that allows customers to order, modify, and pay for their Tex-Mex food items by using a mobile phone, tablet, or laptop computer.
Customers' profiles are saved on the site. This eliminates the need to remember the meats, veggies, and sauces used on their customized items.
The site also includes a section entitled "The Feed." It includes content about the Taco Bell company and its menu, such as up-and-coming music or fashion stars, according to Pop Sugar.
The website is very user-friendly, while the photos are like standard Instagram images. Its launch commercial features Brittany Creech who snapped her senior high school photos at Taco Bell.
Tressie Lieberman is a Taco Bell vice president. She said that the new site is the next step in the brand becoming digital, which began last fall when it launched smartphone ordering and the Live Mas pay app, according to Fast Company.
Lieberman explained that consumers want to access brands conveniently. It has built on the pay app.
The Taco Bell site was created by ad agency Deutsch. Chief digital officer Winston Binch stated that restaurant chain has become innovative in its online social marketing. The company wants its food customization to be comparable to Nike's iD service for custom sneakers.
Deutsch's research discovered that Taco Bell's target audience is interested in creativity and new food "adventures." The fast food chain's next plans involve delivery service and a loyalty program.
Taco Bell was founded in 1962 in Downey, California. It serves over 2 billion customers yearly.
