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 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.
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?).
Rafik Hanna, Senior Director, Taco Bell
Danny Ledger, Principal Deloitte Consulting LLP