American fast food franchise Taco Bell applied the principles of tech start-ups when redesigning its website.
Not only did the company use applications such as Slack and Google Docs instead of meetings and emails when working on the project, but it also drew inspiration from modern tech start-ups such as über and Airbnb in how these brands approach customer service.
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“Ease is the new loyalty,” says vice president of digital, Tressie Lieberman. According to Lieberman, Taco Bell wants to make the online ordering process as easy as possible, but it also wants to offer the ability to customise orders to personal tastes.
“Customers want ease of access and they want that ease of access on their terms,” adds Taco Bell CEO Brian Niccol.
“People love to be in control of both their order and how they customise their food experience.” With this in mind, Taco Bell will apparently roll out its digital strategy to the in-store experience as well. Stores will soon boast ordering kiosks, virtual kitchens and a digital communication board.