In addition, Taco Mode provides Lyft passengers the “ultimate Taco Bell experience,” which includes: a Taco Bell Lyft t-shirt and light-up Lyft glasses; an in-car menu viewable on a taco-themed iPad; a tricked-out taco-themed car and one free Doritos Locos taco for each passenger in Taco Mode.
The Taco Mode test will begin in Orange County July 27 to 29 and August 3 to 5. Passengers who order a Lyft between 9 PM and 2 AM PT in the designated area will have the ability to choose Taco Mode in their Lyft mode options. A Taco Bell rep said 15 Lyft vehicles will participate in the initial rollout with additional vehicles to come as the partnership rolls out further.
Taco Bell and Lyft plan to expand Taco Mode into additional markets by the end of the year, with an expected nationwide rollout in 2018.
The rep did not elaborate on additional markets, saying, “Currently, the plan is to kick off the partnership in Orange County for two weekends to see how our fans respond and gather insights about the experience.”
Taco Bell and Lyft said they want to “[elevate] their fans’ nights and making access to Taco Bell more convenient than ever.”
According to a national consumer study completed by LRW and Lyft in June 2017, Taco Bell said Millennials are more likely to use a ridesharing app when going out at night than for any other occasion. And, according to a Mintel report, Taco Bell said nearly one in four consumers use ridesharing apps and do so multiple times per month, citing convenience.
"We realized that for every person who has asked their Lyft driver to make a pitstop at Taco Bell -- and we've seen many -- there are likely those who weren't sure if this was possible. With the advent of this fantastic partnership with Lyft, we will erase any lingering uncertainty and celebrate the ability to ‘ride-thru’ in Taco Mode," said Taco Bell chief marketing officer Marisa Thalberg in a statement.
Melissa Waters, head of marketing at Lyft, added, "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. We're combining two of our passengers' favorite activities -- a night out with friends and enjoying Taco Bell -- which means there is even more of the night to love."