Taco Bell just unveiled its plans for a shift in ordering and pick-up service that it calls “Taco Bell Go Mobile.” It describes it as the achievement as a culmination of the best of “technological advancements, innovative operations and a people-first approach.”
The locations will be “targeted for digital adoption to improve the customer experience” through five key components:
- Minimization: Taco Bell Go Mobile locations house several new digital advancements, all within 1,325 square feet – a much smaller footprint compared to the average 2,500 square foot Taco Bell restaurant.
- Dual Drive-Thru: The new concepts will have two drive-thru lanes including a new priority pick-up lane with rapid service for customers who order via the Taco Bell app. This new lane will supplement the existing, traditional lane.
- Synchronized Digital Experience: Powered by smart kitchen technology that’s integrated with the Taco Bell app.
- Curbside Pick-Up: Taco Bell Go Mobile customers also have the option to receive their order via contactless curbside pick-up, another convenient alternative that modern consumers are looking for.
- Bellhops: To streamline guests’ experiences even further, Taco Bell Go Mobile will also include tablet ordering in drive-thrus and curbside pickup, both of which will be operated by a concierge service of team members, known as “bellhops.”
Taco Bell’s President and Global COO, Mike Grams, observed that customers will be able to have it their way with the most expedited pick-up experience possible:
“For the first time, our guests will have the ability to choose the pick-up experience that best fits their needs, all while never leaving the comfort of their cars.”
The strong focus on drive-thru is clearly inspired by the changes in expectations consumers have had as a result of coronavirus concerns. The brand boasts that it has already shaved over 15 seconds off the time customers have to spend when doing a drive-thru order since the beginning of 2020.
The announcement also referred to the Taco Bell mobile app’s new beta loyalty program,* that was launched in July to encourage ordering in advance to expedite the process. Panera Bread also ramped up its loyalty program, as we saw in Free coffee? Sign me up!
Necessity is the mother of invention, and that certainly is proving true for improving the customer experience when confronting the challenge of a pandemic and lock-down restrictions.