Business Question

Please review the follow video about Taco Bell – Eat Like You, build your own 5 Cravings Box (2021) https://youtu.be/QuzcrGYhVkM (March 7, 2021 A. Verhoeven)

Also read the finance article, Taco Bell Launches Taco Bell Launches $5 Cravings’ Box as Fast Food Races to Be “Competitive on Value”5 Cravings’ Box as Fast Food Races to Be “Competitive on Value”, By Brook Di Palma. Taco Bell launches $5 ‘cravings’ box as fast food races to be ‘competitive on value’ (yahoo.com)

Then prepare a response to the following discussion topics:

1. Why Encourage customers to use their app for ordering?

2. How is this an example of mass customization?

Please provide empirical support from sources other than the text in your response. Include a paraphrased summary, with cites and references from at least 3 peer reviewed journal articles.These can be found either in the library or by selecting the pdf link to the right of your http://scholar.google.com search.Provide cites and references.

Articles:

Zacks Investment Research: Yum! Brands’ Taco Bell to Move its First Unit, Numero Uno (2015). . Newstex.

James, C. D., & Mondal, S. (2019). A review of machine efficiency in mass customization. Benchmarking, 26(2), 638-691. http://dx.doi.org/10.1108/BIJ-05-2018-0120

Heil, E. (2021). The Taco Bell chicken sandwich taco is the change of pace we needed.

Millington, A. (2014, Nov 21). McDonald’s to launch global mobile app as part of mass personalisation strategy. Marketing Week (Online), https://www.proquest.com/magazines/mcdonalds-launch-global-mobile-app-as-part-mass/docview/1626990287/se-2?accountid=35796

An Integrated Labor-Management System for Taco Bell | INFORMS Journal on Applied Analytics

Hueter, J., & Swart, W. (1998). An integrated labor-management system for Taco Bell. Interfaces, 28(1), 75-91.

Hoffman, D. D. (2017). New Media’s Impact on the Fast Food Industry: A Comparative Study of Taco Bell and Chick-fil-A.

Kimes, S. E., & Laque, P. (2011). Online, mobile, and text food ordering in the US restaurant industry.

Answer preview

Taco Bell is a fast-moving franchise with over 700 restaurants in the United States and more than 500 restaurants internationally. Due to high technological changes, they moved to mobile app technology in 2014, where fans can access Taco Bell through the mobile app, desktop, or their website for drive-through and dining orders. Taco Bell launched its mobile app as a way of understanding demand and targeting millennials (Heil, 2021).  The biggest audience of fast food is the millennials, who spend most of their time on mobile phones and computers. To increase engagement with customers and expand their brand awareness through social media, Taco Bell decided to launch the mobile app for easy and quick ordering and pick-up services, making it more efficient than ever.  Apart from targeting customers, it was a way of hiring the best candidates through the internet. Millennials are always on the internet, and in a competitive market for talent, getting the best candidates would be through the internet.

(1035words)