Appetizing App Feature

Taco Bell encourages customers to celebrate holidays and special occasions with tacos through its new gift giving service. 

In honor of National Taco Day on October 4, Taco Bell unveiled its Taco Gifter service that lets friends and family send each other tacos for special occasions. Customers can send their intended taco recipient a GIF and personalized message along with a link to redeem their treat on Taco Bell’s website and app. To get gift-givers in the holiday spirit, Taco Bell will also  include special gift wrap with each order. The Taco Gifter can be sent via text, email, or direct message through social media, allowing the fast food brand to reach customers on a variety of platforms. By launching the service as a year-round feature on its mobile app, Taco Bell could turn new visitors into active monthly users, according to a Gartner report. For the Taco Gifter’s official launch, Taco Bell is giving away free tacos to the first 10,000 customers that try out the service, which it’s currently promoting on Twitter and Facebook. 

As many consumers remain home and in favor of restaurant delivery during the Coronavirus pandemic, the Taco Gifter provides a unique opportunity for engagement. The service could help Taco Bell differentiate itself from the plethora of delivery-focused restaurant campaigns by tying its launch to National Taco Day, which could spur app downloads and orders. With digital sales making up 30% of parent company Yum Brands revenue, Taco Bell’s new marketing concept could also further boost e-commerce sales. The debut of Taco Gifter follows a series of menu changes at Taco Bell, many of which were met with backlash from fans on social media. The pivot from menu reductions to a delivery addition could help Taco Bell re-engage and re-establish loyalty with customers, particularly those seeking light-hearted and tasty ways to connect with friends and family during the pandemic. 

Taco Bell’s Taco Gifter could grow its mobile audience and call attention to its core products. The service could also help Taco Bell stay top of mind with customers looking to celebrate big and little moments, especially during the Coronavirus pandemic.