Taco Bell Mobile Ordering App

DigitasLBi | Taco Bell

GOLD WINNER

Branded Utility, Mobile, and Branded Mobile Application

Taco Bell encourages its customers to Live Más through its food and in their lives. The strategy behind the Taco Bell Mobile Ordering App by Taco Bell and Digitas began with a single, yet powerful insight: Approximately 70 percent of Taco Bell customers want to create custom orders, but less than 50 percent actually do so regularly because they feel anxious that they will hold up the line. To help customers get what they want, anxiety free, the team built a multi-faceted mobile app for ordering ahead that puts item customization at its core. In addition, it uses customer-inspired product photography; a patent-pending, one-step reordering method; in-app payment; and pick-up preferences. This is exactly what Taco Bell lovers needed to Live Más.

“In an era of ever-increasing consumer empowerment, marketers are going to need to learn to create sustainable and differentiated utility for their consumers by harnessing new technologies. The Taco Bell Mobile Ordering App elegantly rose to that challenge and drove an increase in business and favorability amongst the company’s core customers. It’s an example of how we all need to reinvent how we think about marketing in the post-advertising era.”

Lou Paskalis
Lou Paskalis
Senior Vice President, Enterprise Media Executive
Bank of America
Select Success Metrics
App installs in first 2 days
300,000+
Total app installs to date
2.6 million
Increase in average check size of customers who downloaded the app
$7.5 to $10