Taco Bell's new mobile app the brand's 'biggest innovation since the drive-thru'

Taco Bell’s vast social media network has been blacked out in order for the brand to shift the narrative entirely to its new mobile app, which officially launched today.

The company has been testing the new app for about two years and the platform seems to be even more robust than initially anticipated. For example, in addition to the expected mobile ordering feature, the app also includes the option to pre-pay, customize orders (add extra cheese, remove the chipotle sauce, for example), redeem exclusive app-only offers and order exclusive menu items that are first announced in the app.

The ordering feature is available both in-store and at the drive-thru. A separate line exists in-store for customers wanting to skip the line to pick up their orders.

Additionally, customers have the ability to call up past orders by simply rotating their phone to the right with the (patent-pending) "Rotate to Reorder" feature.

Fans can also browse local menus by category, buy/add/reload and use Taco Bell cards, schedule a pick up anytime during the day, give and receive Taco Bell E-gifts, view nutritional information and find a store. (A demo of the new app is available below).

The free app is available today for iOS and Android devices.  

During a live announcement today at Taco Bell’s headquarters, President Brian Niccol, Senior Director of Digital Marketing and Platforms Tressie Lieberman and COO Mike Grams provided further details about the app, the marketing campaign behind its launch and the company’s objectives and expectations.

Customization and convenience

Lieberman said the app is the brand’s biggest innovation since the drive-thru.

"The app is an exceptional experience. It offers things you can only do in the app and customization like never before. Over 70 percent of our customers already customize the menu and this app takes it to the next level. This puts the customer in control of the full experience," she said.

Niccol added that customization and convenience were the two biggest priorities in creating the app because that’s what customers demand.

"Consumers tell us they have new expectations. Technology has fundamentally changed how people interact with brands. Think about how you go to the bank, buy shoes … you do it anytime, any place on a smart phone. It’s hugely convenient," he said. "And if you think about our business, we’re all about convenience."

Grams said much of that convenience comes with the drive-thru application.

"We are the first national brand to deliver this experience in both the drive-thru and the front register," he said, adding that training procedures were tweaked during the test and ongoing through the company’s online learning system.

"Nothing is ever easy from an operations standpoint, but we put this in the control of the customer and making sure our team members integrated it seamlessly into the restaurants. We worked to make sure the engagement from team members is at a high level. The test learnings have been valuable for small mechanics and the focus inside the restaurant is now about delivering great food," he said.

Payments and backend tech

Taco Bell’s technology partners for the app include CARDFREE, Tillster and XPIENT.

"We are excited to bring our ground breaking mobile application to life," Taco Bell’s CIO Greg Fancher said in a news release issued by CARDFREE. "We needed the right mobile platform partner to help us create a mobile application that not only provides an extraordinary experience for our audience but is also best in class technologically."

CARDFREE CEO Jon Squire called Taco Bell "one of the savviest marketers out there."

"We are extremely proud to be working with them on what is bound to be a game changer for the industry," he said.

Marketing muscle

In true Taco Bell fashion, the brand is going big with its marketing campaign behind the launch. All day today, its social media platforms – including Twitter, Facebook, Tumblr and Instagram – have gone dark, revealing the tagline: #onlyintheapp. While silent, each social media platform, as well as tacobell.com, will provide only a disruptive message and link to download the new app -- with all previous content removed. Consumers with the previous Taco Bell mobile app will receive an update for the new mobile ordering app.

"We’re bringing this to life the only way that Taco Bell can – through a campaign that’s never been done. When you go to Twitter, we’re not following anyone and people aren’t following us. We’re showing them the new way to Taco Bell and that’s only on the app," Lieberman said. The social media channels do have a link to the download.

The brand’s TV spot reiterates the "only in the app" message, restaurants feature mobile materials and team members’ uniforms include stickers that say, "Talk to me about not talking to me."

Taco Bell’s app-only menu releases and exclusive offers are also being used to promote downloads.

"We really want our fans to know about this first. They’re the ones who have been asking for it," Lieberman said.

She isn’t able to yet provide specifics on app-only product launches, but said this feature is a way to add even more value to those who download it to their phones.

"Another way we’re going to be talking about mobile ordering is through great content through the deep friendships we have with communities. Some of our biggest fans have big social followings," Lieberman said.

This includes Shane Dawson, a YouTube star, who created a tongue-in-cheek promo on how to use the app, and Feed the Beat Band Neon Trees, who appeared in a video touting the new platform.

"We are very excited to get started on our digital journey," Niccol said. "Not only is this growth for the brand in the near term, but I believe it’s a catalyst for growth in the long term. I think it will distinguish Taco Bell as a brand all to its own. Our new mobile ordering app is just the beginning of how we’re using technology to break down the walls of our restaurants and become more transparent with our customers about our food."

Catering and Google Glass

In addition to the mobile app launch, Taco Bell’s executives also touched briefly upon the company’s catering test and use of Google Glass for staff training.

"Just last week we announced we are testing Google Glass to create a better workplace," Niccol said.

The pilot, also being done at Taco Bell’s sister chain KFC, aims to teach employees their job quicker using wearables, according to Ankur Gopal, CEO at Interapt, a Louisville, Ky.-based company selected as one of Google’s initial Glass At Work partners. According to USA Today, Gopal convinced Yum! Brands to run the pilot program.

He said the test showed about a 2 percent savings on labor costs from faster training using the technology.

Catering is currently being tested in about 10 to 15 stores in Southern California, according to Niccol.

"It is one of the big requests we’ve had from folks. We’re just getting started, We’re going to basically play it out and see how we’re able to executive," he said. "It’s a very exciting program and I’m optimistic about it."

Demo

Check out a demo of the new app: