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Taco Bell Defy – an even more convenient drive thru concept.

Taco Bell Defy – an even more convenient drive thru concept. 14-03-2024
Launched in June 2022, Taco Bell Defy is a new drive-thru format focusing on an experience that is extremely convenient and contactless. Taco Bell is an American fast-food restaurant serving Mexican-inspired food. Launched in 1962, they currently operate in approximately 30 countries with over 7,000 locations.

Located in Brooklyn Park, Minnesota, Taco Bell Defy is a two-story format and delivers food directly from the kitchen to its customers via mini elevators. The Taco Bell Defy drive-thru has four lines, one of which is dedicated to a traditional drive-up order. The other three lanes are designed to be more mobile order and third-party delivery friendly. These lanes prioritize customers who order on the app, so when they arrive, they can check in, scan a QR code and pick up their order.

This experience also applies to third-party food delivery services such as DoorDash, GrubHub, or Uber Eats. Taco Bell Defy aims to complete the customer experience within two minutes or less and capitalizes on the shift to contactless experiences and the integration of food delivery apps.

Why is it innovative?

Drive-Thru Design Promotes Operational Efficiency
The two-story format using mini elevators has not been seen in traditional drive-thrus. This layout is more productive and is supported by leading technology.

Optimized for a Digital Order-Ahead Process
Taco Bell Defy prioritizes mobile ordering and digital integration to create a seamless, fast experience. Three lanes are dedicated to order-ahead customers whereas one lane is for traditional drive-thru orders.

Our Expert Comment

Taco Bell Defy represents the next-generation drive-thru through design. Taco Bell is already known for its speedy service, with an average serving time of 4 minutes and 28 seconds. Taco Bell Defy aims to cut down the drive-thru experience to 2 minutes or less.

Most drive-thrus today are optimized for regular drive-up orders whereas Taco Bell Defy is optimized to support new consumption patterns such as pre-ordering through Taco Bell’s app for pick-up or utilizing a third-party delivery service. Customers can place orders before their arrival and upon arrival, the customer or delivery partner can easily pick it up, making the process quicker and more convenient for everyone.

Find out more about this omnichannel initiative in the "Retail Innovations (2023)" report, prepared by KISS Retail and Ebeltoft Group, downloadable in full here: