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How Taco Bell’s social engagement-focused technology gave them an edge during the pandemic

Taco Bell launched new store prototypes, a customizable rewards program, as well as social-focused marketing initiatives in 2020


In 2020, Taco Bell wasted no time in investing in technology that would help keep customers engaged with the brand even during a pandemic. Last summer, the company introduced a new rewards program geared toward rewarding superfans and debuted a Go Mobile store prototype to emphasize off-premises options.

But what really set Taco Bell apart from other competitors, Zip Allen, vice president of global digital and omnichannel product experiences at Taco Bell said, was their focus on keeping customers interacting with the brand in a fun way that emphasized social engagement and personalization.

“Our customers love the brand, and they crave they food […] But they also they want it to be highly personalized and customized to them,” Allen said. “When you look at launches like the build your own cravings box […] it really gets exciting for us when we think about that intersection that digital can play in both the food and the physical experience.”

Technology, Allen said, is a tool for Taco Bell to use to continue growing and pushing the limits of innovation. Learn more about how Taco Bell’s leadership in technology and customer engagement gave them an edge during the challenging days of the pandemic in the video.

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