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The story behind Taco Bell’s newest prototype


Taco Bell recently unveiled a 2.0 version of its digital-forward Go Mobile restaurant, about three years after the initial concept was introduced in the throes of the pandemic. The updated asset will play a big role as the chain targets 10,000 units “in the coming years,” and will also support parent company Yum Brands’ goal of reaching 100% in digital sales transactions.

Elements of this design – including a walk-up window and dedicated parking for digital and third-party orders and grab-and-go shelves – will be incorporated into future builds. Notably, Go Mobile 2.0 comes as Yum’s digital sales exceed 45%.

Still, it’s important to note this iteration is about much more than just supporting the digital customer. Scott Mezvinsky, managing director, North America, Taco Bell, said the model should also boost franchisee profitability and alleviate employee “pinch points,” especially during the rapidly returning late-night daypart.

Here with more is executive editor Alicia Kelso.

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