Business

Lyft Launches ‘Taco Mode’

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Eric Lieberman Deputy Editor
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As part of a partnership with Taco Bell, Lyft launched “Taco Mode” Monday to make sure customers have easy access to Tex-Mex Food.

Lyft is embedding new technology within its app that allows users to fluidly embark on a detour to the fast food eatery.

Despite how it may seem to some, the partnership between the ride-sharing company and the chain restaurant appears sensible as many riders, especially ones in the late night, often want a quick and accessible snack.

“Taco Bell and Lyft are two like-minded brands at the forefront of technology and innovation,” Lyft said in an official press release. “This extraordinary partnership infuses the culinary world into the ride-sharing cultural movement, making a late-night run for tacos more convenient — and fun — than ever.”

Marisa Thalberg, Taco Bell’s chief marketing officer, says the new component is innovative.

“I kind of think of this like inverse delivery — like we’re delivering you to Taco Bell,” Thalberg said in an interview with The New York Times. “You’re being delivered to the food as opposed to having to get in your own car and drive.”

For now, though, the capability is just an experiment. The pilot, which is limited to Orange County, Calif., is running from July 27 to July 30 and August 3 to August 6 at night, a popular time for both Taco Bell and Lyft patronage. Taco Mode is expected to expand into additional markets by the end of 2017, with “a nationwide rollout in 2018.”

Riders who use the in-app option will be given a complimentary Doritos Locos Taco in what is presumably a finite offer.

The ostensibly unusual collaboration occurs as Uber, Lyft’s main competitor, struggles with a number of scandals and missteps. Lyft is exploring new, novel options as it may see a lane opening to take over its ride-sharing big brother.

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