Taco Bell has rolled out a new In-line and online, Brand Experience for customers with the launch of ta.co, which it has termed it as the brand’s Flagship virtual restaurant which allows customers to customize the menu, view nutrition facts and place and pay for their order in advance. Ta.co has been designed with millennials as the core target audience, with rich media images. According to the press release Ta.co gives consumers the keys to Taco Bell kitchen the way consumers want it – On Mobile, Laptops Desktop and Tablets.
“Innovation has always been a part of Taco Bell’s core, and ta.co is our latest promise to make the brand accessible whenever, where ever and however consumers want it,” said Taco Bell CEO, Brian Niccol. “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.” The new website Ta.Co is a step ahead of the app “Live-Mas” that was launched earlier that allows for customization of the menu.
Taco Bell Vice President of digital innovation and on demand compares the use of new web address to a more resonant way od ordering comparing it to an Emoji, “It’s like using an emoji,” Lieberman said, noting that the full www.tacobell.comURL will also bring users to the same website. “We think ease is the new loyalty.”
With about 5 million users visiting the website each month, the company’s goal was to bring them the same elevated experience the app offers, which will ultimately redefine the e-commerce experience for quick service, Lieberman said.
Taco Bell has a series of Digital marketing initiatives to its credit including Snapchat Stories that allow users to connect with the brand to make orders based on content that guides them through the nutrition maze.
Discovery and Creativity For Connected Experience
Taco Bell has followed an approach to make the discovery process easier for its audience with the mobile app and use of social media channels in a creative manner to form a unique bond with the target audience. Taco bell for the launch of the app planned a series of Instagram posts that communicated the way audiences can now order their favorite Mexican food.
Taco Bell has launched offers that engage the consumer with promotional offers and deals that keep them looking forward to the next best deal.
With a defined, segmentation approach, Taco Bell distributes content targeting different segments.
Mobile Focused Strategy
Taco Bell has generated Brand Awareness prior to launch with Content Marketing blitz and announce the launch for new products and offers with rich media images and product visuals on the social network preferred by the mobile audience.