Brands testing in-app experience that adds a Taco Bell stop to your Lyft ride
In 2015 Taco Bell announced delivery to bring Taco Bell directly to fans. Now, in partnership with rideshare company Lyft, the brand will bring fans directly to Taco Bell. That’s right, for the first time, fans can officially add a Taco Bell stop to their Lyft ride with just the click of a button. The two brands are joining forces to satisfy cravings with “Taco Mode.”
Taco Mode is an in-app option for Lyft passengers, providing them the ultimate Taco Bell experience including swag, custom in-car menu, a tricked-out taco-themed car and a free Doritos Locos Taco when you “ride-thru” Taco Bell on the way to your next destination.
“We realized that for every person who has asked their Lyft driver to make a pit-stop at Taco Bell – and we’ve seen many – there are likely those who weren’t sure if this was possible. With the advent of this fantastic partnership with Lyft, we will erase any lingering uncertainty and celebrate the ability to ‘ride-thru’ in Taco Mode,” said Marisa Thalberg, Chief Marketing Officer, Taco Bell Corp.
According to a national consumer study completed by LRW and Lyft in June 2017, Millennials are more likely to use a ridesharing app when going out at night than for any other occasion2. Additionally, according to a Mintel report3, nearly one in four consumers use ridesharing apps, and do so multiple times per month, citing the number one reason as convenience. Based on these insights, Taco Bell and Lyft are elevating their fans’ nights and making access to Taco Bell more convenient than ever.
The Taco Mode test will begin in Orange County July 27 – 29 and August 3 – 5, 2017. Passengers who order a Lyft between 9 p.m. and 2 a.m. PT in the designated area will have the ability to choose Taco Mode in their Lyft mode options. Taco Bell and Lyft plan to expand Taco Mode into additional markets by the end of the year, with an expected nationwide rollout in 2018.
“We enjoy bringing new experiences to life for our passengers, and Taco Mode allows them to extend the night in a way that hasn’t been done before,” said Melissa Waters, Lyft’s Head of Marketing. “We’re combining two of our passengers’ favorite activities — a night out with friends and enjoying Taco Bell — which means there is even more of the night to love.”