What Makes Latest High-Tech Taco Bell the First of Its Kind for Consumer Convenience?

Not Real News, Miami, United States - 19 Apr 2019
Wilfredo Lee / AP / Shutterstock.com

Since 1962, the familiar view of a beige building and brightly colored logo meant tasty taco treats for travelers. Following the company’s rebranding in 2016, Taco Bell restaurants received a face-lift, with a purple bell logo that shows festive flair.

Discover: Surprising Things You Can Buy With Food Stamps
More: 20 Best Places To Live on Only a Social Security Check

But the new Taco Bell Defy drive-thru concept, which opened June 7 in Brooklyn Park, Minnesota, is taking things to the next level. Boasting the bright and modern — and now fully familiar — purple and gray color scheme, Taco Bell Defy ditches the dining room altogether. It also elevates the kitchen to a second story and places four drive-thru lanes below. Tiny elevators developed by Vertical Works transport hot, fresh food to customer’s cars.

Taco Bell president Mike Grams said in a statement published by CNN that the goal is to create a “two-minute or less drive-thru experience.”

Currently, according to a recent survey from QSR magazine, Taco Bell orders take an average of roughly 4.5 minutes to fill. The accuracy rate of those orders is just 83.6%. Compared to the other 9 quick-service restaurants in QSR’s study, Taco Bell falls roughly in the middle of the pack for both speed and accuracy.

Make Your Money Work Better for You

Taco Bell Defy’s four drive-thru lanes are tailored and equipped to meet different customer needs — and ostensibly make it easier for team members to fill orders quickly and accurately.

See: Why Inflation Is Making Your Paycheck Worth Less
Live Blog: Inflation, Gas Prices, Social Security, and More

One lane will accommodate customers who placed pre-orders through the Taco Bell app, which Yahoo said will be the fastest option. There will also be a lane for delivery drivers, and then two lanes for traditional orders, which would take the longest to fill. Those lanes will be equipped with two-way audio and video technology service for customers to talk to team members on the second floor, according to CNN.

More From GOBankingRates

About the Author

Dawn Allcot is a full-time freelance writer and content marketing specialist who geeks out about finance, e-commerce, technology, and real estate. Her lengthy list of publishing credits include Bankrate, Lending Tree, and Chase Bank. She is the founder and owner of GeekTravelGuide.net, a travel, technology, and entertainment website. She lives on Long Island, New York, with a veritable menagerie that includes 2 cats, a rambunctious kitten, and three lizards of varying sizes and personalities – plus her two kids and husband. Find her on Twitter, @DawnAllcot.

Best Bank Accounts of July 2022

Untitled design (1)
Close popup The GBR Closer icon

Sending you timely financial stories that you can bank on.

Sign up for our daily newsletter for the latest financial news and trending topics.

Loading...
Please enter an email.
Please enter a valid email address.
There was an unknown error. Please try again later.

For our full Privacy Policy, click here.