Taco Bell & Lyft Team Up For "Taco Mode" Drive-Thru Option

Chelsea West
July 26, 2017

Taco Bell is testing a new service that allows users of the ride-sharing app Lyft to add a Taco Bell stop to their ride with the click of a button. Apparently, your not alone.

Lyft's new partnership with Taco Bell seems like a weird cross-marketing campaign at first glance, but it could become a model for future tie-ups to come, and a new revenue opportunity for ride-hailing in general.

According to a blog post on Lyft's website, Taco Mode is an in-app option for Lyft riders, providing passengers with the ultimate Taco Bell experience - including a free Doritos Locos Taco when you ride-thru Taco Bell on the way to your next destination.

Seriously, who would ever pass up on an offer this good?

The service is beginning as an experiment Thursday in Orange County, California, but is expected to expand nationally in 2018. Through the "Taco Mode" feature, passengers travelling between 9pm and 2am PT will have the ability to request that their driver stops off at Taco Bell along the way.

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One group isn't celebrating, however: Lyft drivers, who are contract workers that use their own cars.

The companies teamed up to "blow wind on this emerging behavior we're seeing in social", said Taco Bell Chief Marketing Officer Marisa Thalberg. They have complained for years on ridesharing forums that "drunk idiot" customers "treat (their) vehicle like a trash can".

Lyft may soon bring you the fourth meal. Suddenly, auto icons transform into little driving tacos. My auto my rules, no eating, drinking, drive thru or smoking, period. They will take you through the drive-thru like you're some kind of teenage millionaire without a care in the world.

"You'd better be paying WAY more than $0.10/minute for wait times on this". Now Lyft is not only answering the question in the affirmative, it's encouraging the practice.

Other reports by TheSundaySentinel

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