The app will target young Millennials. According to Jeff Jenkins, Taco Bell’s mobile leader, “For these kids, it’s not whether you have a smartphone; it’s which smartphone do you have … If you can get 10 million people to download your app, you’re putting a portal to Taco Bell in 10 million pockets.”
The GPS locator will alert the kitchen when the customer is close so they can prep the food ensuring it’s warm upon pick up. Customers using the app can also choose whether to drive-thru or pick up inside.
McDonald’s and Chick-fil-A are also rumored to be testing smartphone apps. Taco Bell plans to release the app later this year.