Being one of the leaders in the fast food industry hasn't stopped the Tex-Mex inspired chain from growing further, as they're trying to bring back a millennial customer base through heavier forays into technology, including the widely popular Taco Bell app - and now, the website to go along with it.
About one year ago, the chain released its improved Taco Bell app, which allows patrons to order without setting a foot in one of the restaurants, and the app has been downloaded almost 4 million times since its launch, and customers who use it spend more than $10 on average, which makes the website redesign an even better idea.
According to Bloomberg, the new website, the perfect companion to the popular Taco Bell app, was launched on the early hours of Monday in the United States with the URL ta.co, and it allows patrons to place their orders as well as pay, find restaurants nearby and looking for menu details.
As Refinery29 reports, the new website does something that the Taco Bell app cannot: customize orders bit by bit without having to stay on specific items as if marked in stone, ultimately even being able to create things that aren't necessarily on the menu.
"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 the Yum! Brands company's CEO, Brian Niccol, in a recent press release regarding the new step after the popular Taco Bell app. "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."
Niccol also said that the team behind the new website and Taco Bell app is heavily inspired by the business approach of startups - is this the time fast food chains are entirely focused on millennials?
