Taco Bell Omni‑Channel


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



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
Web – Mobile

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. 


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


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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