Tags: lyft | taco bell | collaboration

Lyft, Taco Bell Team-Up Serves Users' Ride Needs and Late-Night Cravings

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By    |   Tuesday, 25 Jul 2017 01:02 PM

Lyft and Taco Bell announced a collaboration Tuesday that will help customers solve their ride-sharing needs and late-night cravings at the same time.

The collaboration features a new "Taco Mode" option on the Lyft app, in which the driver will take the rider to the nearest Taco Bell to pick up a meal on the way to his or her destination, according to the Los Angeles Times.

Passengers will even be able to complete their Taco Bell order via an iPad menu in the Lyft vehicle, so the order will be ready once the vehicle arrives.

"Taco Bell and Lyft are two like-minded brands at the forefront of technology and innovation," said the Lyft blog. "This extraordinary partnership infuses the culinary world into the ride-sharing cultural movement, making a late-night run for tacos more convenient — and fun — than ever."

Lyft stated that the app option will be tested on a limited basis this Thursday through Saturday, and then again on Aug. 3 and 5 in Orange County, California, from 9 p.m. to 2 a.m. The plan, though, is to expand Taco Mode nationwide by next year.

Darrell Etherington, of TechCrunch, said that the arrangement could introduce the Lyft to new customers and help shore up its financing.

"Let me say that from personal experience as a youth frequenting bars pre-ride hailing, it's definitely true that Taco Bell ended up as a frequent destination," Etherington wrote. "But let me also say that this is likely more about giving Lyft a look at a new way to potentially bring on direct marketing opportunities with partners that can help them shore up revenue deficiencies in the primary business model."

Taco Bell said in a statement that it sees benefit in the partnership as well, noting that some will use the app option because they know it is available, the Los Angeles Times stated.

"We realized that for every person who has asked their Lyft driver to make a pit stop at Taco Bell — and we've seen many — there are likely those who weren't sure if this was possible," Taco Bell chief marketing officer Marisa Thalberg in a statement.

AdWeek reported that the collaboration also helps Lyft keep up with Uber, which recently signed a deal with McDonald's to deliver orders to customers.

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Lyft and Taco Bell announced a collaboration Tuesday that will help customers solve their ride-sharing needs and late-night cravings at the same time.
lyft, taco bell, collaboration
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2017-02-25
Tuesday, 25 Jul 2017 01:02 PM
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