Taco Bell Harnesses the Power of Mobile Apps

Taco Bell is thinking outside the bun yet again. The fast-food giant is following up the debut of its new mobile ordering app with the introduction of an app-based customer loyalty program.

“We’re thinking of our experience as more of a game and less your traditional punch card,” Tressie Lieberman, senior director of digital platforms and social engagement at Taco Bell, told Bloomberg.

While details on the loyalty app are still scarce, Liberman said the app is designed to get customers “coming back time and time again.”

The Mexican restaurant chain reported that its mobile ordering app has been downloaded nearly 2.5 million times, helping boost same-store sales by 6 percent during the fourth quarter of 2014.

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