As independent restaurants often rely heavily on third-party apps to drive mobile orders, fast-food chains like Taco Bell are extracting digital growth through their own branded apps.
Taco Bell recently launched in-app delivery, that lets customers order delivery directly through its app, through a partnership with DoorDash.
The chain is tapping into DoorDash’s fleet of drivers through DoorDash Drive, the white-label fulfilment platform that’s designed for restaurants to offer the service through their own websites or apps.
“The service is here to stay as a long-term, permanent investment from the brand that prioritizes its fan experiences inside and outside of its restaurants,” Taco Bell said in a press release.
Ordering directly through the Taco Bell app gives access to exclusive deals via their loyalty program––which customers become members by downloading the app and creating an account.
To promote the release of in-app delivery, Taco Bell offered various deals to its awards members, such as free nacho fries and special discounts for its “Fire Tier” rewards members. Those in the Fire Tier loyalty program earn the title by reaching 2,000 points in a calendar year. Members earn 250 points for every $25 dollars spent in-app.
The company kicked-off its loyalty program in the summer of 2020 to boost digital ordering. Since then, the chain has continued to entice its members with deals like free food, or access to items removed from store menu boards like the quesarito.
