US fast food chain Taco Bell is promoting its new mobile ordering and payment system by offering users a free taco when they use the system this month, aiming to drive awareness of its expanded app functionality.
The mobile purchasing system was added to Taco Bell's free iOS and Android apps at the end of October last year, enabling consumers to order and pay for both drive-thru and dining room orders using their smartphone or tablet.
The app also features a unique 'rotate to reorder' feature that allows customers to reorder favourite meals with a simple flick of their wrist.
In order to raise awareness of the new system, Taco Bell is offering customers a free Doritos Locos Taco with each mobile purchase made this month, and is advertising the promotion with web and television ads, including a commercial during ESPN's New Year's Day broadcast of the Sugar Bowl college football playoffs.
"Decades ago, your car keys were the ticket to convenience at the drive-thru," said Brian Niccol, president of Taco Bell. "Today as food culture changes and generations grow up with smartphones, our customers seek restaurant experiences that fit their lifestyle. We believe mobile ordering and payment is the biggest innovation since the drive-thru.
"Our new mobile ordering app is just the beginning of how we're using technology to break down the walls of our restaurants and become more transparent with our customers about our food."