The phrase "if it ain't broke, don't fix it" has never been used by the fast food restaurant. You can order food in the mobile app and get your food in the parking lot at the same time.
The new monster from the company that is hellbent on creating as many different food combinations as possible from the same set of ingredients is called the taco bell defy. According to the company, the new drive-through concept broke ground last summer and has now opened in Brooklyn Park, Minnesota as a two-story building. Customers are encouraged to order on the taco bell mobile app when they arrive at the drive-thru line, in order to reduce the time it takes to get to the restaurant.
Mike Grams, president and COO of taco Bell, said in a press release thatTaco Bell Defy is an incredible innovation for the brand and that it is meeting our consumer in a really unique way. With our bold goal of creating a 2 minute or less drive-thru experience for customers of this concept, taco bell defy is the future.
A cute little elevator will bring food to the customer's car window after they check in at the drive-in. It is similar to how a bank teller would send you money and checks at the bank drive-through via tube, but instead it is a taco bell employee sending you a Mexican Pizza and a Baja Blast all without you having to speak to anyone. One of the four lanes will allow customers to order from an actual person, rather than a screen.
Is the future of taco bell defiant? I don't know. The goal of getting people their food faster is admirable, but it is dependent on the fact that customers are invested in the company. I use the app but my friends don't use it and I can see that being the case for most people. It will have to put more effort into promoting the app, as well as ironing out the inevitable quirks that will come with semi-automated food service if it is to succeed.
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