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Bell-wether QSR
Taco Bell innovates with digital enhancements to restaurant experience
Taco Bell has unveiled its most modern brand expression, Taco Bell Go Mobile.
Taco Bell is merging technological advancements, innovative operations, and a people-first approach into a new restaurant concept, Taco Bell Go Mobile. With several additional digital features, the new QSR customer experience is designed for guests to order ahead through the brand’s mobile app and enjoy the Taco Bell experience in a frictionless way.
The brand’s Go Mobile restaurant, the first of which will open in Q1 of 2021, features five main updates targeted for digital adoption to improve the customer experience:
- Minimization: At 1,325 sq. ft., each Taco Bell Go Mobile footprint will be much smaller than the average 2,500-sq.-ft. Taco Bell restaurant.
- Dual Drive-Thru: A priority pickup lane will provide rapid service for customers who order via the app. This new lane will supplement the existing, traditional lane.
- Synchronized Digital Experience: Powered by smart kitchen technology integrated with the app, Taco Bell Go Mobile restaurants will detect when guests have arrived and suggest the quickest route for a seamless pickup experience.
- Curbside Pickup: The new locations will also offer contactless curbside pickup, another convenient alternative that modern consumers want.
- Bellhops: A concierge service of team members, known as “bellhops,” will operate tablet ordering in drive-thrus and curbside pickup.
Dual lanes facilitate rapid pickup and meet consumer demand for multiple order/pickup options.
“With demand for our drive-thru at an all-time high, we know adapting to meet our consumers rapidly changing needs has never been more important,” says Mike Grams, president and global COO of Taco Bell. “The Taco Bell Go Mobile restaurant concept is not only an evolved physical footprint, but a completely synchronized digital experience centered around streamlining guest access points. For the first time, our guests will have the ability to choose the pickup experience that best fits their needs, all while never leaving the comfort of their cars.”
While the first Taco Bell Go Mobile restaurant is still a few months away from opening, the brand has begun incorporating new features into existing restaurants.
In addition, Taco Bell has been working to improve speed to meet consumer demand. The brand has reduced the average time spent in a drive-thru by more than 15 seconds since the first quarter of 2020.
First Beijing store opened
In other news, Yum China Holdings has opened a new Taco Bell store in Beijing, its store in the capital city.
“The new store integrates Taco Bell’s signature food and spirit into the local community,” says Joey Wat, CEO of Yum China. “We will continue to review and refine Taco Bell’s service model and offerings for the Chinese market. We also look forward to bringing this fun, dynamic brand to other parts of the country.”
Taco Bell features a mixture of signature and locally inspired menu items. PHOTOS: PRNEWSFOTO/YUM CHINA HOLDINGS INC.
Similar to Taco Bell’s existing stores in mainland China, the Beijing store features signature menu items, such as nachos, tacos, quesadillas, and burritos, some of which have been adapted to local tastes. In addition, customers can try new menu items developed exclusively for the Chinese market such as the rice bowl, seasoned bone chicken, and taco pizza.
The store’s cool, modern design provides a casual and welcoming environment for individuals and groups. A locally inspired graffiti wall celebrates Beijing landmarks and culture and captures Taco Bell’s “Live Mas” brand philosophy. An open kitchen lets customers see their meals being prepared, and the fast-casual service model includes a mobile self-ordering option and orders delivered directly to designated tables. Also available are mobile pre-orders and takeaway.
Since entering mainland China via Shanghai in 2016, the restaurant chain has grown to encompass 11 stores across mainland China, including recent launches in Shenzhen and Ningbo. Yum China will continue to explore opportunities to further grow the brand.
