Lyft's 'Taco Mode' brings riders to closest Taco Bell

Paterniano Del Favero
Luglio 25, 2017

In introducing the Taco Mode option, Taco Bell cited a national consumer study for Lyft, completed in June, that found Millennials are more likely to use a ride-sharing app on a night out than at any other time.

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.

The Taco Mode/Lyft experiment will be available only July 27-29 and August 3-5 from 9 p.m.to 2 a.m at the Taco Bell at 1400 West Coast Highway in Newport Beach.

Passengers in Taco Mode will be treated to various swag and food once they enter the taco-themed vehicle, including a free Doritos Locos Taco. The stated explanation for the partnership on the Taco Bell side, according to a press release, is that already people often ask for a Taco Bell pitstop, especially on late-night rides, but the restauranteur believes there's a missed opportunity in terms of people who want to ask but aren't sure if that's allowed.

The ridesharing company and fast food giant - whose customers overlap a great deal, both companies said - are teaming up to drive hungry passengers to the nearest Taco Bell for a free taco on route to their final destination.

"We enjoy bringing new experiences to life for our passengers, and Taco Mode allows them to extend the night in a way that hasn't been done before", Melissa Waters, Lyft's head of marketing, said in a statement.

The Taco Mode/Lyft experiment will only be available from 9 p.m.to 2 a.m. July 27-29 and August 3-5 at the Taco Bell at 1400 West Coast Highway in Newport Beach.

Don't worry, though. Taco Mode is heading to more markets by the end of the year and going nationwide in 2018.

Lyft's new Taco Mode. The cost of the ride will be calculated based on your pickup and drop-off location within the app. He signed a bill encouraging ride-sharing earlier this year while making a stop at a Taco Bell in a Lyft auto.

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