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

Joanna Fantozzi, Senior Editor

June 24, 2021

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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Related:Taco Bell launches first-ever global marketing campaign

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About the Author

Joanna Fantozzi

Joanna Fantozzi

Senior Editor

Joanna Fantozzi is a Senior Editor for Nation’s Restaurant News and Restaurant Hospitality. She has more than seven years of experience writing about the restaurant and hospitality industry. Her editorial coverage ranges from profiles of independent restaurants around the country to breaking news and insights into some of the biggest brands in food and beverage, including Starbucks, Domino’s, and Papa John’s.

Joanna holds a bachelor’s degree in English literature and creative writing from The College of New Jersey and a master’s degree in arts and culture journalism from the Craig Newmark Graduate School of Journalism at CUNY. Prior to joining Informa’s Restaurants and Food Group in 2018, she was a freelance food, culture, and lifestyle writer, and has previously held editorial positions at Insider (formerly known as Business Insider) and The Daily Meal. Joanna’s work can also be found in The New York Times, Forbes, Vice, The New York Daily News, and Parents Magazine.

Her areas of expertise include restaurant industry news, restaurant operator solutions and innovations, and political/cultural issues.

Joanna Fantozzi has been a moderator and event facilitator at both Informa’s MUFSO and Restaurants Rise industry events.

Joanna Fantozzi’s experience:

Senior Editor, Informa Restaurant & Food Group (August 2021-present)

Associate Editor, Informa Restaurant & Food Group (July 2019-August 2021)

Assistant Editor, Informa Restaurant & Food Group (Oct. 2018-July 2019)

Freelance Food & Lifestyle Reporter (Feb. 2018-Oct. 2018)

Food & Lifestyle Reporter, Insider (June 2017-Feb. 2018)

News Editor, The Daily Meal (Jan. 2014- June 2017)

Staff Reporter, Straus News (Jan. 2013-Dec. 2013)

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