Taco Bell recently announced that it is developing a smartphone app to be released later this year that will allow customers to place their orders online.
The chain began development of the app more than two years ago and is currently testing at five Orange County, Calif., locations as part of an effort to tap into its Millenials demographic, USA Today reports.
“Mobile is the biggest shift in QSR since the drive thru,” Mobile Lead Jeff Jenkins said, according to USA Today. “If you can get 10 million people to download your app, you’re putting a portal to Taco Bell in 10 million pockets.”
The ordering system will be tailored towards Taco Bell’s “Live Mas” marketing them, which Jenkins said is about “doing things differently.”
“One brand will be extraordinary, while everyone else is ordinary,” Jenkins said, USA Today reports. “We asked, ‘How do we become extraordinary?’”
The app greets users with a customized message, the nearest Taco Bell locations, hours and menus with pricing. When ordering, the customer is shown upsell opportunities, and a GPS tracks the user’s location and alerts the kitchen to let cooks know the guest will arrive at the restaurant.
Taco Bell CIO Greg Fancher said mobile is a primary focus for the chain. McDonald’s and Chick-fil-A are also reportedly working on developing mobile ordering capabilities, according to USA Today.