Taco Bell, one of the most tech-savvy brands in the fast food industry, has revamped its website into ta.co, where customers can customize and pay in advance for their orders.
The website, which was developed with Deutsch L.A., is a part of Taco Bell's strategy of keeping its core target market, namely the millennials, interested in the brand.
"ta.co gives users the keys to the Taco Bell kitchen by opening up the menu to explore combinations they have never seen before in the restaurant," said Taco Bell in a press release.
According to the company, ta.co is not just a creativity-focused website that celebrates the iconic tacos of Taco Bell. The website redefines e-commerce within the fast food industry, with richer content, additional information and an overhauled design that underscores the company's commitment to amazing and convenient experiences for its customers.
Taco Bell previously released Live Mas, the company's own app where customers can order and pay for their food. The efforts of the app, which has been downloaded 3.7 million times, is extended by the new website through the addition of features and options for customization.
At ta.co, customers can make food creations that are limited only by their imagination. Users can design their meals by selecting the product that they want, then select from a long list of upgrades and add-ons. Users can also choose existing combos and then make changes to it such as switching the kind of meat and putting additional toppings.
Once customers decide on their order, they can pay for their food online. Customers will then go to their Taco Bell outlet, where they can skip the line and go straight to picking up their order.
Unfortunately, delivery is not an option for food ordered through ta.co, unless users are living in certain cities where the service is available.
In addition to the customized online orders, ta.co has other features such as search functionality, a nutrition value calculator and a careers section.
"To stay relevant in culture now requires us to innovate in technology just much as we've innovated in food," said Taco Bell CEO Brian Niccol.
"What we're driving toward is redefining the Taco Bell experience to go beyond the traditional drive-thru, dining-room experience," he added.
