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.


Exclusive Content


Brands need to think creatively as the industry heads into a value war

The Bottom Line: Giving customers meal options they can afford will be key to generating traffic this year. But make sure those offers can generate a profit.


The Red Lobster bankruptcy is a seminal moment for the restaurant business

The Bottom Line: The seafood chain’s bankruptcy declaration was not surprising after months of closures and Endless Shrimp recriminations. But that doesn’t make it any less notable.


The White House has ideas about how all that AI on the Show floor should be used

Reality Check: President Biden issued a set of guidelines Thursday for protecting workers from the digital onslaught.


More from our partners