Order To Eat Tracker® – November 2021

Taco Bell Speaks Out About Aggregators And Retaining Control Of Customer Relationships

Order To Eat Tracker® – November 2021

Partnering with aggregators is a double edged sword for QSRs: it increases exposure and order volumes, yet puts the customer relationship at risk. In the latest Order To Eat Tracker, Taco Bell’s Zipporah Allen discusses how the chain is tapping loyalty programs and digital subscriptions to strengthen and build better relationships with its customers.

Inside the November Tracker

  • An interview with Zipporah Allen, Taco Bell’s chief digital officer, about the QSR chain’s efforts to maintain control over customer relationships with loyalty programs and digital subscription offerings
  • Recent order to eat headlines, how New York City and DoorDash are butting heads over sharing customer data with restaurants and how 36 percent of TikTok users say that they have chosen to visit a restaurant after seeing it featured on the platform
  • An in-depth analysis of what drives consumers to choose third-party aggregators instead of other ordering options as well as how restaurants are responding to added costs and pressures as the pandemic continues

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