Taco Bell released Tuesday an improved mobile app that will help customers modify their orders and directly pay them.
The app for Android and Apple is designed to make the waiting time shorter as it remembers the user's previous orders. Aside from that, it also allows customers to order from the full menu ahead of time and pick it up from their chosen Taco Bell restaurant or drive-through. Paying via the application also makes it efficient.
Users can signal restaurants when they're near, and they can also re-order their favorite meals by turning their phone to the right.
Taco Bell promotes the app via their social networking accounts and a link to the mobile app download is available on tacobell.com. Those who already have the previous are automatically updated to the new one. To further encourage customers to use the product, some menu items are only available via the app.
Tressie Lieberman, senior director of digital platforms of Tace Bell, said that app users can avail menu items no one else can. She said that they used the social media platforms to make sure that the fans are the first to learn about the newest product.
"We wanted to break through with a message that gets them excited and talking," Lieberman said.
While brands like McDonald's have been experiencing a slide in profits, Millennials are keeping Taco Bell afloat. There's a 3% rise in same-store profit during the last quarter. The company benefits from its innovative products such as the Doritos Tacos Loco and the waffle-taco hybrid Crunchwrap.
Taco Bell's edge in technology draws in 20-something's who are active users of mobile applications. A research has also shown that individuals tend to spend more when they do not pay in cash. This can be a contributor in the Mexican chain's continuous increase in profits.
McDonald's is also trying to break through the digitally-inclined Millennials. They have been pushing new technologies and opening a digital office to attract tech-savvy customers.
