Taco Bell is making it harder to say no in English or Spanish.
The fast-food Mexican chain, with roots in Louisville, has launched a new website ta.co aimed at making it easier for customers to order online and get information about the restaurant.
“Ta.co is our latest promise to make the brand accessible whenever, wherever and however consumers want it,” Taco Bell CEO Brian Niccol said in a news release. “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.”
Taco Bell has made news a lot recently. The company has rolled out delivery to more than 200 markets, opened its first restaurant that serves alcohol in Chicago, and is testing a “virtual kitchen” concept that will allow customers to see their food being made.
The main feature of the website is customized online ordering, a continuation of what was started with Taco Bell’s mobile application, which has 3.5 million downloads.
It’s not that the 16-year-old taking your order was going to deny you bacon on your Crunch Wrap Supreme, but the new website’s ordering system lays out all your options. When a customer picks a Doritos Locos Taco, it shows what is traditionally on the taco as well as about 20 toppings that can be added on for a price.
Once done with the order, customers can choose their closest Taco Bell location, pay online, and then go pick up their food.
Customization through the mobile application already has led to 30 percent growth in customer tickets, the release stated.
The website also has content explaining how it works, who the company’s featured musician or band of the week is, and describing each menu item.
While the website is about making life easier, Taco Bell makes a similar faux pas to Papa John’s, which launched its own nutrition calculator earlier this year.
Perhaps it’s just their way of deterring people from seeing exactly how many calories are in a Quesarito, but the calculator is inconvenient (in the most first-world-problem way) for customers to calculate their calories.
Other restaurant chains with online ordering, including Chipotle Mexican Grill and Panera Bread, show customers how many calories their meal contains as they add items to their cart. However, Taco Bell and Papa John’s require customers to calculate their calories separate from the ordering process.
That complaint aside, the website is another example of how Taco Bell is reaching out to the influential millennial population and working to make it easier for customers to access their food.
Now if we can just get delivery service in Louisville.