Taco Bell case study hero image

Taco Bell

Ordering with digital kiosks

Taco Bell wanted their customers to be able to order what they want, when they want, and how they want. We had just the digital knowhow to make that happen.

Taco Bell and Deloitte Digital award

Best Restaurant ICX
2019 Elevate Awards


AMBITION

As our everyday lives revolve around swiping, scrolling, and tapping, Taco Bell knew they needed to evolve their customer experience to match. Their solution? Self-service ordering kiosks—the latest innovative technology in the quick serve restaurant (QSR) world. By putting the ordering power in customers’ hands and freeing up staff to improve kitchen efficiency, these kiosks can exceed expectations from start to finish.

Taco Bell logo

ACTION

Taco Bell was already testing a kiosk in one store and learned a lot about customer preferences and overall usability. With findings from that pilot in hand, Taco Bell teamed up with Deloitte Digital to realize the full potential of the kiosk at scale. We started with a visual redesign to kick the functionality and visual appeal up a notch, and then focused on improving app performance. To ensure continued evolution, we added rich analytics and tracking capabilities.

ACHIEVEMENT

By 2020, Taco Bell plans to roll out the kiosks to more than 6,500 locations in total. The result? Happy customers who can summon Crunchwrap Supremes® with just a few swipes. The new kiosks have provided fans the opportunity to explore menu options they might not have previously tried, creating a fun customer experience. We are currently working with Taco Bell to test personalization methods for the kiosks, so that one day, customers might have accounts with features like one-click ordering of their favorite items (Cheesy Gordita Crunch, anyone?).

"Deloitte Digital went above and beyond to deliver an innovative kiosk application with a fantastic customer-driven experience. By extending our digital capabilities in our restaurants, customers are able to take time to explore the menu and customize their meals, while team members are able to focus on making craveable food, providing great customer service, and keeping our restaurants in tip-top shape."

Rafik Hanna, Senior Director, Taco Bell


“Starting with Taco Bell’s already successful pilot, we leveraged various teams across our Digital Studios to ramp up the visual appeal, enhance technical performance, and deliver higher user engagement—dramatically improving its capabilities and scalability.”

Danny Ledger, Principal Deloitte Consulting LLP