Taco Bell wants to feed your late-night cravings.
The fast-food chain has teamed up with Lyft to offer a new service that enables passengers to request a stop at a Taco Bell drive-thru with just the push of a button.
The service, which has been coined “Taco Mode,” was rolled out Thursday in Orange County, California, and will be available July 27 to 29 and August 3 to 5 during the hours of 9 p.m. to 2 a.m. Taco Bell said it plans to roll the service out nationwide in 2018.
As well as enabling passengers to order drive-thru Taco Bell, Taco Mode also includes a custom in-car menu, free Doritos Locos tacos, and a ride in what the company calls a “taco-themed car.”
Here’s what it’s like to ride Lyft in Taco Mode:
This Taco Bell in Newport Beach, California, is lit up in excitement.
http://instagr.am/p/BW9SdiiAasK
Here's one of the "taco-themed cars" that customers can ride in during this time.
http://instagr.am/p/BXBuEdLggnS
The cars are decked out with Taco Bell swag.
http://instagr.am/p/BXFC9O1DtP8
This includes sunglasses and T-shirts.
http://instagr.am/p/BXFESoohwM4
Customers can select the service in the Lyft app and choose their order from custom menus in the car.
http://instagr.am/p/BXE6DeDjL9f
They even get a free Doritos Locos Taco if they opt for drive-thru.
http://instagr.am/p/BXD1Ou0hjus
Source: QSR Magazine
Late-night foot traffic is a big part of Taco Bell's business model. According to Foursquare, 14.8% of its customers visit the chain between 10 p.m. and 4 a.m. This is more than other major fast-food chains like McDonald's, Burger King, and Wendy's.
http://instagr.am/p/BXFSkPrjLOl
Source: Business Insider
Some Lyft drivers haven't been too happy about the new feature.
What incentive do drivers get for sitting for 15 minutes getting paid pennies per min at a drive thru so that riders can get their "taco on"
— Chris Mathews (@cdm813) July 25, 2017
Plus, they're worried about the mess that might ensue as light-night partygoers tuck into tacos.
https://twitter.com/OakAthleticsGrl/status/889836381983260673