First it was a store. Then it created Cantinas. Now, Taco Bell diversifies its digital portfolio one more time with an e-restaurant.
Earlier this month, the fast food frontrunner flexed its marketing chops with the opening of its first digital-only restaurant in New York’s Times Square. To order a Cheesy Gordita Crunch or Crunchwrap Supreme, customers can place a digital order before their visit or use one of the ten self-order kiosks inside the restaurant. In addition to tacos and burritos, customers can treat themselves to Taco Bell mementos, as the kiosks double as souvenir stations too. To further emphasize the digital aspect, the restaurant features a separate entrance for mobile and delivery order pick-up from cubbies. The decision to dedicate to digital in the heart of one of the busiest spots in New York City follows the success of Taco Bell’s Cantina store format, which offered an upscale, modern environment and alcohol in addition to food fare. Similarly, the restuarant’s new store will be clean and simple, with the goal of keeping both customers and employees from getting overwhelmed, especially as the pandemic comes to a close.
The chain, which joined Starbucks and Domino’s in the Genius class of Gartner’s
Digital IQ Index: Restaurants, boasts a history of hearty digital success thanks to its mobile-first strategy. Complemented by a newly deployed loyalty program and best-in-class menu pages which allow for seamless customization, Taco Bell continues to turn out an empire rooted in digital success. It’s not the only quick food brand banking on the tactic though. Starbucks and Chipotle both launched their own digital-only storefronts as online sales and safety measures continue to prevail.