Taco Bell Blackout

This case study describes how Taco Bell created consumer interest in their new mobile-ordering app by shutting down all their other digital channels.

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...

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