Taco Bell opens its first ‘Defy’ restaurant that prioritizes ordering via app

Image: Taco Bell / Border Foods

The opening of the doors to the new digital-driven, two-story restaurant concept was today. The first time we were told about it was in August. The location uses technology to speed up service, with a goal of creating a 2 minute or less drive-through experience for customers of this concept.

The design of the new restaurant is meant to be friendlier for third party delivery. The food is delivered from the elevated kitchen area via a food tube that brings the food down to ground level. The Defy locationboasts many features that could show up in future taco bell restaurants in the us, and they're considering retrofits for neighboring restaurants

• Taco Bell Defy vertical lift / food tube Image: Taco Bell / Border Foods
• Taco Bell Defy in-store kiosk ordering experience Image: Taco Bell / Border Foods
• "> Taco Bell Defy vertical lift / food tube Image: Taco Bell / Border Foods
• Taco Bell Defy vertical lift / food tube Image: Taco Bell / Border Foods
• Image: Taco Bell / Border Foods
• Image: Taco Bell / Border Foods
• Image: Taco Bell / Border Foods

@tacobell

Dare to Defy.

♬ original sound - tacobell

There is an option to place an order at a kiosk for customers who want to speak to a human, but that is not the focus.

One of the four drive-thru lanes is a traditional drive-through. The other three prioritize people who order the app so they can check-in, skip the line, pick up their food and be on their way, or third-party delivery drivers.

There is a list of restaurants that prioritize digital-ordering formats. For company executives, the idea of adding Chipotlane drive-thru windows in the first place was controversial. Ghost kitchens gained ground among larger brands as restaurants moved to minimal contact food delivery for customers.