Taco Bell Omni‑Channel

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A proposal to re-invent the Taco Bell digital presence to better capture and serve their core Explorer target through a comprehensive approach to intelligent content and capability delivery across all channels – mobile & desktop web, tv at home, in-store display, drive-thru and register – with a contextually-relevant, connected and frictionless experience for every interface

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Web

The site was conceived as a key tool in the conversion of prospects into fans – engaging occasional & first-time visitors; completing the experience for users linking from search, ads & social channels; and directing regulars to the mobile app and loyalty program – through informational and entertainment content. 

Web – Widescreen
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Web – Mobile
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In-Store & At-Home Entertainment

In stores, a digitally-driven entertainment system would cycle through food stories, music videos and sports highlights from teams popular with fans, as well as fan-generated content. Display would be responsive to customer presence, turning the store entertainment system into a platform for fans to share their expression of “Live Más” with their friends. 

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Fan-generated content would also be curated into weekly 5 minutes of Más segments. 

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Digital Menu Board

Digital menu boards would allow for automated variation in the emphasis given to different items to respond to different promotion priorities and consumption behaviors by time & day, marketing window, location, etc. 

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