Taco Bell Blackout
DigitasLBi
Objectives
Our objective was to introduce Taco Bell's new mobile-ordering app, but we faced an uphill battle.
Lagging behind our competitors
Taco Bell spent close to two years developing their mobile ordering app. Chipotle and Starbucks already had successful apps up and running, and McDonald's and Burger King apps were in the works.
Standing out in a crowded space
Taco Bell was outspent in media and overwhelmed in footprint—in 2013, Taco Bell stores made up less than 4%1 of the total QSR retail presence in the U.S.
Vying for digital attention
In 2013, the...