Heading Out On A Taco Bell Run? Get Out Your Smart Phone

By Edward Cardenas

SOUTHFIELD (CBS Detroit) - Gorditas, Chalupas and nachos are now available at the fingertips of mobile phone users who download the new Taco Bell ordering and payment app.

The new app, available for both iOS and Android devices allows consumers to order their meals - with the ability to customize an order - all from the ease of an app.

"We believe mobile ordering and payment is the biggest innovation since the drive-thru," said Brian Niccol, president, Taco Bell Corp., in a release. "Our new mobile ordering app is just the beginning of how we're using technology to break down the walls of our restaurants and become more transparent with our customers about our food."

Consumers who use the app can view the ingredients of menu items, and add additional toppings, while ordering. After placing an order, consumers can pay securely on the app and pick up the order in the drive-thru or in a separate line in the store. Taco Bell also offers the "Rotate to Reorder"  feature that makes reordering customized favorites by turning a smart phone by 90 degrees, app-only specials on items and the ability to send e-gifts to friends.

"We began this journey two years ago because we knew it was important to listen and know exactly what the consumer wants in a mobile experience," stated Tressie Lieberman, senior director, digital marketing and platforms, Taco Bell Corp.

To drive users to the app, all of Taco Bell's social media platforms - including the tacobell.com - have gone dark and referred visitors to the app with the hashtag #onlyintheapp.