Merchant Innovation

Taco Bell May Soon Deliver To Consumer’s Door

Taco Bell wants to inverse the drive-thru and bring your food to you.

In a recent interview with Nation’s Restaurant News, Taco Bell CEO Brian Niccol said that the Yum! Brands company has plans to begin testing a delivery service this year.

As for the details? Niccol says that the fast food chain isn’t quite there yet.

“Even though [delivery is] the No. 1 request from consumers, we have to make sure we can give them an experience that’s consistent with Taco Bell, and that’s what we’re working through,” he remarked. “We have to figure it out, and I can tell you right now we don’t have it figured out.”

In something of a lead-in to home delivery, Taco Bell is currently testing out catering in the Houston market, with plans to expand that service to a few more areas later in the year.

“It probably won’t be everywhere this year,” said Niccol about Taco Bell’s catering, “but…I wouldn’t be surprised that this will go well beyond the handful of test markets.”

If Taco Bell does eventually transition into delivery, it would not actually be the first chain to try it out. Perhaps the most-hyped chain with delivery plans thus far is Starbucks, which is testing the waters by delivering in Seattle and New York City this year.

Niccol says that his intent for Taco Bell to be next is part of the company’s plan to become an “on-demand brand.” Toward this end, to drive digital engagement, Taco Bell will also be unveiling a loyalty program later this year.

“I know a lot of people are talking about creating modern fast-food brands,” said Niccol, “and a lot are trying. But we’re already on our way. We’re continuing to move Taco Bell into its own category.”

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