Technology

Taco Bell going all in on drive-thru

aco Bell Go Mobile restaurants are specifically designed for guests to order ahead through the brand’s mobile app. (Photo provided)

August 20, 2020

Taco Bell is throwing the whole burrito in on the bet that American diners won't be dining in any time soon, which is why it's creating a new operations model — "Taco Bell Go Mobile" — focused on the mobile customer.

The first physical manifestation, which opens in the first quarter of next year, will feature five main areas of enhancement in the digital realm designed to improve the customer experience, according to a company press release.

Those improvements include:

Minimization: The 1,325-square-foot Taco Bell Go Mobile locations house a number of digital advancements in a little over half the space of the current average 2,500-square-foot Taco Bell restaurant.
Dual drive-thru: The new concepts will have two drive-thru lanes including a new priority pick-up lane with rapid service for customers who order via the Taco Bell app. This new lane will supplement the existing, traditional lane.
Synchronized digital experience: Powered by smart kitchen technology that's integrated with the Taco Bell app, Taco Bell Go Mobile restaurants will detect when guests have arrived at the restaurant and suggest the quickest route for a smooth pick-up experience.
Curbside Pick-Up: Taco Bell Go Mobile customers also have the option to receive their order via contactless curbside pick-up as an alternative that is particularly suited to customers in the era of COVID-19.
Bellhops: To streamline guests' experiences even further, Taco Bell Go Mobile will also include tablet ordering in drive-thrus and curbside pickup, both of which will be operated by a concierge service of team members, known as bellhops.

"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," Mike Grams, Taco Bell president and global COO, said in the release. "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 pick-up experience that best fits their needs, all while never leaving the comfort of their cars."

Taco Bell has incorporated some of the model's features into current restaurants and was able to cut 15 seconds from the average time customers spent in its drive-thrus, according to the release.

The brand's recently launched mobile app and its beta loyalty program are designed to give customers more ability to customize orders. The Go Mobile model, with its emphasis on order-ahead drive-thru service, is part of the brand's efforts to boost the speed of service and order accuracy.

Taco Bell's parent company, Yum Brands, is based in Louisville, Kentucky, while the brand itself is based in Irvine, California.

Rendering image: Provided