How many of you eat Taco Bell? How say you don’t eat Taco Bell, but actually do eat Taco Bell? Well for all of you Taco Bell lovers, the revolution is here! Taco Bell has gone mobile. You can now order Taco Bell off of the Taco Bell app, pay for it, and pick it up at a designated Taco Bell! How revolutionary!
To be honest, it’s not revolutionary at all. I think everyone knows that you can order Chiptole online and pick it up in stores, along with different pizza restaurants, sandwich places, etc.. What IS revolutionary about Taco Bell going mobile is HOW they went mobile. Taco Bell has “blacked out” their other social media account (Twitter, Facebok, and Tumblr) and have those pages solely say “#onlyintheapp.” It seems their social media black out has worked too, as the company claims that already 75% of all their stores have already processed an online order since the function became available late last week. Taco Bell’s CMO, Chris Brandt, said, “We needed to do something right out of the gate so that people would notice, and what better way to notice and drive people to the new way to Taco Bell than the black out?” and I totally agree with that! Chipotle didn’t do any big publicity stunt when they started to have online ordering capabilities, it just kind of became there one day.
I personally think Taco Bell made a very wise decision by turning something that is really quite common now, the ability to order online and pick-up in store, into a huge deal! It’s a great way to increase publicity and excitement over something that is really not so new. I’ve read articles about Taco Bell’s Twitter account, about their funny and witty replies to their customers, so I find it interesting that by blacking out their Twitter account, they have been able to divert people’s attention to something that is solely theirs (the Taco Bell app) instead of something they are just a part of (a user on Twitter).
I truly am most happy for all the stoners and drunk young adults of the United States who can now take their time scrolling through their phones to pick either between a Cheesy Gordita Crunch or the Crunch Wrap Supreme without feeling the weight of society of their shoulders to make a decision faster.
What do you all think about Taco Bell’s social media “black out,” and do you think it could have any negative consequences?
Do you love or hate Taco Bell, why or why not?