Taco Bell launches online-ordering experience

taco bell website

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. 

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.

Multimedia

Exclusive Content

Financing

2 more reminders that the restaurant business is risky

The Bottom Line: Franchising is no less risky than opening your own restaurant. Just ask former NFL player David Tyree and the former president of McDonald's Mexico.

Marketing

There's plenty happening at the high end of the pricing barbell, too

Reality Check: Decadent meal choices are also proliferating, for a lot more than $5.

Financing

Reassessing McDonald's tech deals from 2019

The Bottom Line: The fast-food giant’s decision to end its drive-thru AI test with IBM is the latest pullback away from a pair of technology acquisitions it made five years ago.

Trending

More from our partners