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Digital Drive-Thru: Technology and Taco Bell ‘Defy’

by | Jun 24, 2022 | blog, Business, Grand Opening, Industry News, Marketing, National Restaurant Consultants | 0 comments

The new Taco Bell® “Defy” drive-thru has opened in Brooklyn Park, Minnesota, revolutionizing the drive-thru experience and demonstrating the power of digital tech in the fast-service restaurant world. 

“For decades, weve been committed to providing a fast, safe, and friendly drive-thru experience; now with our bold goal of creating a two-minute or less drive-thru experience for customers of this concept, Taco Bell Defy is the future,” said Mike Grams, Taco Bell president and global chief operating officer, in a statement.

Nation’s Restaurant News reported on the launch, complete with a slideshow of the two-story, four-lane drive through setup, which relies on a vertical lift, QR codes, and other digital integrations to streamline the ordering and pick-up process.

The drive-thru was designed by Minneapolis-based Vertical Works, and it sets new precedents for the future of food service. While our restaurant consultants have nodded toward digital integrations before, Taco Bell’s Defy is a vision of how far technology can take the industry.

“What this innovation presents to consumers, and for that matter, the industry, is the continued presence of the need to meet consumer needs,” notes Richard Weil, Principal and Owner of National Restaurant Consultants. “Whether the QSR drive-thru or the fine dining restaurant, it is about addressing customers’ needs. Technology to challenge food service and hospitality industry operators to do so.”

National Restaurant Consultants team stays on top of the consumer and technology trends with their professional team of consultants to serve the industry throughout North America and beyond.  Contact anyone of their consultants for additional resources and information.  www.restaurantconsulting.us 

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