![]() Taco Bell's new app, by contrast, fuels the well-known consumer tendency for impulse purchases with a last-minute prompt suggesting chips, cheese, or perhaps some Cheesy Fiesta Potatoes during the checkout process. The typical Taco Bell menu display doesn't even list many available add-on options, giving rise to a subculture of menu hacking in which clever customers share tips on the best cobbled-together entrees. The app interface displays not only add-ons but lesser-known items and sides that may get lost on crowded restaurant menu boards. The app's biggest advantage is that it unlocks the entire menu, says Tressie Lieberman, senior director of digital experience and social engagement at Taco Bell. The most popular add-ons for the nearly two million people using the app-onions, sour cream, nacho cheese, and creamy jalapeño sauce-cost from $0.30 and $0.70, depending on location. The average digital order is 20 percent higher than traditional orders made with a human cashier, Taco Bell disclosed at a recent investor conference, and a good part of the padded total comes from orders for additional ingredients. Taco Bell is contesting that, officials say. ![]() ![]() The dish was topped with a blend of mozzarella, cheddar, and pepper-jack cheeses that were grilled before serving. Customers ordering Beefy Fritos Burritos, Fiery Doritos Locos Tacos, and other items from Taco Bell can be a highly suggestible bunch-never more so than when they are using the company's five-month-old app. The 3.99 dish which was tested in Sacramento, California, earlier this year featured Taco Bell's nacho fries topped with grilled marinated steak, warm nacho cheese sauce, and creamy chipotle sauce.
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