The Irvine, Calif.-based quick-service chain began developing an app that allows guests to order ahead using smartphones about two and a half years ago, and recently has conducted a controlled beta test in five units in Orange County. Within a few weeks, the test will be opened up to select consumers to work out operational challenges, but company officials expect to roll out the platform later this year.
Jeff Jenkins, the mobile lead for Taco Bell, said "Mobile is the biggest shift in QSR since the drive thru. If you can get 10 million people to download your app, you’re putting a portal to Taco Bell in 10 million pockets."
When launching the app, users are asked to find their closest Taco Bell store for location specific pricing. Customers can then choose from menu selections. The app will present “smart upsell” options, suggesting other addons you may like. If you have a usual order you can save it as a favorite for use next time.
Payment can be made via gift cards or credit card. The order will appear as a mobile order on the restaurant's POS system and kitchen display system. The app uses your GPS signal to determine when you are near and then signals the kitchen to fire the order.
Customers can choose to use in-store pick up or drive thru; however, that decision doesn't need to be made until you reach the store. A separate pick up window will be available to speed things up. If using drive thru, you would simply announce - "Mobile order for John" - and your meal would be readied.
Further plans for the mobile ordering system include a possible loyalty program.
Do you think mobile ordering would speed up your fast food stops? More details in the full report linked below...
Read More [via Verge]