Ride-thru: Taco Bell Partners With Lyft To Announce
Brands testing in-app experience that adds a Taco Bell stop to your Lyft ride.
July 25, 2017 // Franchising.com // IRVINE, Calif. - In 2015 Taco Bell announced delivery to bring Taco Bell directly to fans. Now, in partnership with rideshare company Lyft, the brand will bring fans directly to Taco Bell. That’s right, for the first time, fans can officially add a Taco Bell stop to their Lyft ride with just the click of a button. The two brands are joining forces to satisfy cravings with “Taco Mode.”
Taco Mode is an in-app option for Lyft passengers, providing them the ultimate Taco Bell experience including swag, custom in-car menu, a tricked-out taco-themed car and a free Doritos Locos Taco when you “ride-thru” Taco Bell on the way to your next destination.
"We realized that for every person who has asked their Lyft driver to make a pit-stop at Taco Bell - and we've seen many - there are likely those who weren't sure if this was possible. With the advent of this fantastic partnership with Lyft, we will erase any lingering uncertainty and celebrate the ability to ‘ride-thru’ in Taco Mode," said Marisa Thalberg, Chief Marketing Officer, Taco Bell Corp.
According to a national consumer study completed by LRW and Lyft in June 2017, Millennials are more likely to use a ridesharing app when going out at night than for any other occasion . Additionally, according to a Mintel report , nearly one in four consumers use ridesharing apps, and do so multiple times per month, citing the number one reason as convenience. Based on these insights, Taco Bell and Lyft are elevating their fans’ nights and making access to Taco Bell more convenient than ever.
The Taco Mode test will begin in Orange County July 27 – 29 and August 3 – 5, 2017. Passengers who order a Lyft between 9 p.m. and 2 a.m. PT in the designated area will have the ability to choose Taco Mode in their Lyft mode options. Taco Bell and Lyft plan to expand Taco Mode into additional markets by the end of the year, with an expected nationwide rollout in 2018.
"We enjoy bringing new experiences to life for our passengers, and Taco Mode allows them to extend the night in a way that hasn't been done before,” said Melissa Waters, Lyft's Head of Marketing. “We're combining two of our passengers' favorite activities -- a night out with friends and enjoying Taco Bell -- which means there is even more of the night to love."
To see what the Taco Mode experience entails visit our image gallery here and video here.
Lyft was founded in June 2012 by Logan Green and John Zimmer to improve people’s lives with the world’s best transportation. Lyft is the fastest growing rideshare company in the U.S and is available in more than 300 cities. Lyft is preferred by drivers and passengers for its safe and friendly experience, and its commitment to effecting positive change for the future of our cities.
About Taco Bell® Corporation
Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant (QSR) brand. From breakfast to late night, Taco Bell serves made-to-order and customizable tacos and burritos, among other craveable choices, and is the first QSR restaurant to offer American Vegetarian Association (AVA)-certified menu items. Taco Bell and its more than 350 franchise organizations proudly serve over 42 million customers each week through 7,000 restaurants across the nation, as well as through its mobile, desktop and delivery ordering services. Overseas, Taco Bell has over 250 restaurants, with plans to add 2,000 more restaurants internationally within the next decade. The brand encourages its fans to “Live Mas” and connects with them through sports, gaming and new music via its Feed The Beat® music program. Taco Bell also provides education opportunities and serves the community through its nonprofit organization, the Taco Bell® Foundation™, and connects fans with their passions through programs such as the Live Mas Scholarship program. In 2016, Taco Bell was named as one of Fast Company’s Top 10 Most Innovative Companies in the World.
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SOURCE Taco Bell® Corporation