Why Americans Are Eating Up Fast-Food Apps



Why Americans Are Eating Up Fast-Food Apps

Maybe you’ve heard about the recently released fancier new version of the Taco Bell app, which is designed to let customers order up a Double Decker Taco or Burrito Supreme from their smartphones. It was already attracting attention months before it actually occurred.

Maybe it seems odd – even comical – that a fast-food (or, to use the industry euphemism, “quick service”) company has an app at all. Does Taco Bell, or Wendy’s, or White Castle, really need an iPhone presence? Just how much easier can driving through a Taco Bell really be?

First of all, this is America: There is no such thing as too much convenience. Second, chew on this: According to Taco Bell, within a day of the actual release of its updated and revamped app a couple of weeks ago, roughly 75 percent of its U.S. locations served up at least one app-enabled order.

It’s not just Taco Bell. In fact, the list of most-downloaded free apps in the Food & Drink section of the iTunes app store is regularly dominated by the likes of Domino’s, Dunkin’ Donuts, Pizza Hut, and the “McD app,” and of course Taco Bell.

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