Taco Bell is targeting loyal customers with the late night munchies.
A new option in its app allows Lyft passengers to push a button that alerts the driver to make a pit stop at a Taco Bell between 9 PM and 2 AM.
The service, called “Taco Mode” is being tested in Orange County, CA, from July 27-29 and Aug. 3-5. If all goes well, the drive-thru service will be expanded across the U.S. next year.
Taco Mode also includes an in-car menu, free Doritos Locos tacos, and what the company calls a “taco-themed car,” USA Today reported.
“We realized that for every person who has asked their Lyft driver to make a pit stop at Taco Bell—and we’ve seen many—there are likely those who weren’t sure if this was possible,” Taco Bell CMO Marisa Thalberg says. “With the advent of this fantastic partnership with Lyft, we will erase any lingering uncertainty and celebrate the ability to ride-thru in Taco Mode.”
The partnership pokes the eye of Uber as an incentive for late-night partiers to choose Lyft over Uber.
Thalberg was recently awarded the 2017 Woman of the Year by She Runs It, whose mission is to pave the way for more women to lead at all levels of marketing and media. She has presided over Taco Bell marketing experiences that include Snapchat lenses, emojis and animated Twitter responses. Her team made Taco Bell a destination wedding venue in Las Vegas and fueled the invention of the Quesalupa—the wildly successful quesadilla/chalupa mash.
Thalberg said the strategy behind the destination wedding is part of a handful of campaigns leading the way to its new mass-indie-cult, cool-factor status.
“Asking this question is at the heart of how we have been creating success at Taco Bell,” she says.