Taco Bell's new $5 Build Your Own Cravings Box is available to loyalty members starting today, and ... [+]
A recent report from the National Restaurant Association identified bundled meals as one of the biggest menu trends to come out of the COVID-19 pandemic–a nod to families hunkered down together (and sick of cooking).
According to that 2021 State of the Industry report, 30% of off-premise customers say they would be more likely to choose a restaurant that offers meal bundles throughout the next several months.
Bundled meals wasn’t really a thing last year; at least not a big enough thing to earn mention on an annual report. That said, Taco Bell is striking while the iron is hot, today announcing a new $5 Build Your Own Cravings Box that enables digital customers the ability to create their own meal from a selection of the chain’s signature menu offerings. Those choices include:
- Specialties, like the Chalupa Supreme, Cheesy Gordita Crunch or Crunchwrap
- Starters, such as a crunchy taco, soft taco, beefy 5-layer burrito or been and cheese burrito
- Sides, including the chips and nacho cheese sauce or cinnamon twists
- A medium fountain drink
The customizable box is available today for loyalty members on the Taco Bell Rewards Beta program, announced in July. The chance to order a Build Your Own Cravings Box extends to all digital customers starting Feb. 11.
With this launch, Taco Bell is building on its successful $5 box platform, like the Grande Stacker Box or the Triple Double Crunchwrap Box before it. Parent company Yum Brands
The difference here, however, is two-fold: There are 18 different, customized variations from which to choose, and the option is only available on Taco Bell’s digital properties.
Beyond bundling, the chain is leveraging a confluence of trends that have accelerated throughout the past year and the digital piece is chief among them. New data from The NPD Group shows that restaurant digital orders increased by 145% in December alone compared to a year ago.
“We are exploiting a behavior that already exists. We’re making it easier for customers and it also makes it simpler for us to process orders in the back of the house–the customers are making it simpler for us,” said Nikki Lawson, Taco Bell’s global chief brand officer, during a phone interview.
Digital orders also tend to yield higher transactions, both because people have more time to peruse the menu online or via the app, and because digital orders are often placed by groups.
Digital-only menu options are not common, but a few concepts–including Chipotle and sweetgreen–have experimented with the approach in an effort to drive more digital users (and those bigger orders).
For its part, Taco Bell’s focus on digital orders also enables the chain to better tap into its massive network of loyal customers (a network that zealously lobbied for certain menu items to reappear after they were cut and that sold out the brand’s The Bell hotel in two minutes, for example).
That network has signed up for its latest loyalty program iteration in droves. In just six months, the beta program already has more than 7 million members.
“That is very exciting for us. It gives us a good base to interact with and learn from,” Lawson said, adding that Taco Bell is giving those 7 million users a headstart on the new box because, “we think they should be treated special.”
As previously disclosed, Lawson believes Taco Bell is positioned to generate 50% of its business from digital channels and this launch is no doubt a power play toward that goal.
“Having that [loyalty] base puts us in a more comfortable place and makes us more confident about the digital future we’ve envisioned,” she said.
The chain plans to push the gas on its loyalty base to harness even more digital users, and Lawson said there is a “long runway of plans” for the program.
“We believe if we give our customers exactly what they want in the easiest possible way, if they have a brilliant experience with us, it will drive them back and drive them back more often,” Lawson said.
Plenty of data exists to support this. And that National Restaurant Association report shows customers want a loyalty program more now than they did pre-pandemic. Further, one in three would choose a restaurant because of its loyalty program. In other words, Taco Bell is launching a completely customizable box at a $5 value specifically to drive loyalty and digital behavior.
That value piece is worth mentioning as well. Taco Bell has long been focused on value, but amid a pandemic-fatigued economy with stubbornly high unemployment numbers, its focus has become even more important.
“The truth is things are tough. I do think there’s a combination of rough economic times and also more demands on consumers’ time and a need for convenience,” Lawson said. “This is a perfect marriage of our heritage, and everything we’ve owned for value, and also our future when we think about digital and that ease and convenience.”
Celebrity ties
Taco Bell is tapping into the power of celebrity to promote this rollout. The digital and social campaign includes some of Taco Bell’s famous fans, like actor Noah Centineo, TikTok influencer Nava Rose, K-Pop star CL, iconic Drag Queen Onyx Black and BMXer Brad Simms.
A number of brands have tapped into this marketing tactic in recent months, including McDonald’s
“The celebrities aren’t sharing their favorite orders, but reminding our customers to do their own thing. Our customers almost wear it like a badge of honor–playing with our products, creating and customizing,” Lawson said. “We want to value creativity over confinement and show that, yes, celebrities love Taco Bell, but their favorites are just as important as yours.”
