Taco Bell is adding to its suite of digital offerings with ta.co, a website launched Monday that enables customers to place customized orders and pay ahead of time via a variety of devices, including tablets and personal computers.
Ta.co builds on the functionality of the smartphone ordering-and-payment app Taco Bell released last fall. Since its debut, the Live Mas app has received more than 3.7 million downloads and has increased check averages by 30 percent due to customers’ ability to customize orders, the company said.
Customers who order food through the new site will be able to skip lines inside the restaurant when picking up orders and will have access to site-exclusive content.
“Innovation has always been part of Taco Bell’s core, and ta.co is our latest promise to make the brand accessible whenever, wherever and however consumers want it,” said CEO Brian Niccol. “At Taco Bell, we’re rooted in delivering delicious, craveable and affordable Mexican food. We use technology, design and a heavy dose of creativity to deliver on that promise, all while making our brand more relevant to digital-savvy customers.”
The new site is the latest in a line of recent initiatives from the chain’s Digital Innovation & On Demand team. In July, Taco Bell unveiled plans to roll out delivery to more than 200 markets via third-party service DoorDash, and the company said it’s working on a number of prototypes to “digitalize and enhance the in-store experience,” including a virtual kitchen and ordering kiosks.