Taco Bell Takes a Startup Approach in Launching 'Ta.co,' Its New Website The new website will allow for customizable online ordering and host content created by the brand and collaborators.

By Kate Taylor

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Taco Bell's new website wants to make the company your new favorite trendy startup.

Today, the taco chain is launching a new website and "virtual flagship restaurant," ta.co. The new website will allow for fully customizable online ordering, in a similar style to the chain's app, as well as hosting a publishing channel featuring content created by the brand and collaborators.

"Customers want ease of access and they want that ease of access on their terms," says Taco Bell CEO Brian Niccol. "People love to be in control of both their order and how they customize their food experience."

Related: Why a Taco Bell in Chicago Is Hiring a Bouncer

Niccol and Vice President of Digital Tressie Lieberman say that the new website and its creator, the Digital Innovation & On Demand team (formed this spring), are heavily influenced by startups in their approach to business. In addition to relying on startup favorites such as Slack and Google Docs instead of meetings and emails, the team is drawing inspiration from companies such as Uber that focus on mobile and the on demand economy.

"Ease is the new loyalty," says Lieberman.

According to Lieberman, Taco Bell is taking lessons learned from the mobile app and applying them not only to the website, but increasing opportunities for customization and seamless service at in-store locations with options like ordering kiosks, virtual kitchens and a digital communication board. Other things to look forward to from Taco Bell's Digital Innovation & On Demand team include delivery, which is expanding from its test in more than 200 markets this summer, and a gamified loyalty reward program launching in late 2015.

Related: 11 Chains That Now Deliver (If You Live in a Certain Area)

Kate Taylor

Reporter

Kate Taylor is a reporter at Business Insider. She was previously a reporter at Entrepreneur. Get in touch with tips and feedback on Twitter at @Kate_H_Taylor. 

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Related Topics

Starting a Business

The Waitlist for This Sushi Spot Numbers in the Hundreds. Here's the Secret Ingredient of Its Success.

Royal Izakaya's Jesse Ito discusses the power of apprenticeship, following in his father's footsteps, and creating a unique restaurant vibe.

Franchise

The Top 15 Low-Cost Franchises for Under $25,000 in 2024

Looking for an inexpensive franchise to open? Explore the best franchises under $25k, according to the 2024 Franchise 500 Ranking.

Side Hustle

20 Side Hustle Ideas for Summer 2024: Part Two

Here are 10 more side hustle ideas that will get you ready to make extra income this summer.

Taxes

Free Webinar | March 13: Last Minute Tax Strategies That Can Save You Thousands

Don't miss this golden opportunity to save thousands before you file! Sign up for our webinar on March 13th as our experts, Mark J. Kohler and Mat Sorensen, help you keep more money in your pocket.