Taco Bell Gives Sneak Peek of New Store Design

Taco Bell is the latest brand to tinker with its store design to better facilitate digitally-driven off-premise orders. This week, it launched Taco Bell Go Mobile, which it claims will help merge the digital and drive-thru experience.

“Built with today’s consumer in mind, the evolved restaurant is specifically designed for guests to order ahead through the brand’s mobile app and enjoy the Taco Bell experience in a frictionless way,” the company said in an announcement.

The first Taco Bell Go Mobile is scheduled to open Q1 of 2021. The company says it presents five key innovations:

• Minimization: Taco Bell Go Mobile locations will only be 1,325 square feet — compared to the average 2,500 sq. ft. Taco Bell restaurant.
• Dual Drive-Thru: That includes a new priority pick-up lane with rapid service for customers who order via the Taco Bell app. This new lane will supplement the existing, traditional lane.
• Synchronized Digital Experience: Powered by smart kitchen technology that’s integrated with the Taco Bell app, Taco Bell Go Mobile restaurants will detect when guests have arrived at the restaurant and suggest the quickest route for a seamless pick-up experience.
• Curbside Pick-Up: Taco Bell Go Mobile customers also have the option to receive their order via contactless curbside pick-up, another convenient alternative that modern consumers are looking for.
• Bellhops: Tablet ordering in drive-thrus and curbside pickup, will be operated by a concierge service of team members, known as “bellhops.”
  

“With demand for our drive-thru at an all-time high, we know adapting to meet our consumers rapidly changing needs has never been more important,” said Taco Bell President, Global COO, Mike Grams. “The Taco Bell Go Mobile restaurant concept is not only an evolved physical footprint, but a completely synchronized digital experience centered around streamlining guest access points. For the first time, our guests will have the ability to choose the pick-up experience that best fits their needs, all while never leaving the comfort of their cars.”

Taco Bell is just the latest long-establish brand to tinker with format. Recently, Sonic, Outback Steakhouse, and Chipotle unveiled updated store formats as did convenience store operator Wawa.