Taco Bell is an American fast food chain of restaurants, specialized in the making of Mexican Tex-Mex specialties. It was created in 1962 in Downey, California and is globally distributed as a franchise. It is part of the Yum! Group like KFC, Pizza Hut or The Habit Burger Grill more known in the U.S and China.
Objective / insight
The COVID-19 pandemic has been tearing apart people for quite some time now. Brands are looking and battling for opportunities to deal with the virus and enhance the experience of their customers. Taco Bell has planned to use the National Taco Day in order to grant to the people the opportunity to offer food (tacos) from the franchise to their friends and family. This service is set to become something recurrent at Taco Bell, in order to solidify a community. Taco Bell has been doing operations like this such as the Taco Bar that allows people to reproduce or create their own menus. All of this has stimulated the creativity potential of their customers which were also able to have their personalized tacos, delivered at home without any contact. Taco Bell has adopted the use of several mobile and online channels in order to ensure the safety of its employees and clients.
The Taco Gifter campaign is in the line of the actual ambitious plan of the American franchise that wants to affirm its digital presence with a loyal community, built with solid bases. The plan has been set up since July. The Taco Gifter campaign has been launched before the start of the National Taco Day for the increase of the number of mobile consumers. Moreover, Taco Bell plans to optimize its program to reward their clients for their loyalty.
As the “Taco Gifter”, you need to use the Taco Bell website tacobell.com/gifter or app in order to send the taco to someone. You have to select one of the GIF’s available in the special page, write the name of the concerned person and you can also add a message of your choice, which will add more personalization to the gift. The recipient will receive a direct link via multiple platforms like text, mail or DM. It is limited up to 10.000 people for a short time. It will get easier for you to send a gift without thinking too much about the nature of it and that Taco gift can be a good alternative if you don’t want to send a traditional message for an event, without any sort of fantasy. Taco Bell will make its fans more implicated with the news and it will have more interaction. It goes with the logic brought by the launch of the Taco Bell Rewards program that will give the fans a chance to gain rewards because of their loyalty and implication.
The “Taco Gifter” program is hosted on the Taco Bell application and website.