Mexican-inspired fast-food chain Taco Bell has partnered with digital tech company Certona, a subsidiary of the cloud software company Kibo Commerce, to help personalize menu recommendations for customers ordering through their mobile app.
Cetona will use its AI technology and analytics to help Taco Bell provide relevant menu recommendations and promotions for customers based on their ordering history via the app.
The data will also help Taco Bell make recommendations based on individual dietary preferences, favorite items, as well as other factors like location, weather, and restaurant-specific menu pricing.
“Taco Bell is all about satisfying our fans with the most craveable dining experience imaginable. Of course, we know each of our fans has their favorites and their own preferences. As a forward-looking company, we’re using the latest machine learning and AI technology to better deliver on those individual preferences,” said Derrick Chan, Director eCommerce, Taco Bell.
In addition to maximizing individual customer preferences, Chan also hopes Certona’s system will help reduce friction at their brick and motor location with the use of mobile ordering and pick up.
“That’s why we are thrilled to work with Certona and leverage their proven personalization platform with real-time support to present our fans with the most immediately craveable menu items every time they use our app, reducing the ordering friction and satisfying their appetite,” he said.
As online shopping becomes more popular, a growing amount of restaurants are increasing their digital presence through the use of mobile apps.
According to American Market research company, NPD, restaurant digital orders have increased at an average annual growth rate of 23 percent since 2013 and are expected to triple in growth by the end of 2020.
In addition, the data further states that restaurant branded apps represent 70 percent of digital orders in comparison to third-party apps like Door Dash and Grub Hub. This is due to the rewards and savings restaurant branded apps offer as well as giving the option to customize orders for consumers.
In the age of technology, it seems that digital apps are providing restaurants with new ways to connect with customers, giving the consumer more options when it comes to ordering, paying and receiving their meals and in turn, increasing the restaurant’s overall revenue growth.
“Certona’s advanced capabilities in personalization, data science, and omnichannel experiences enable Taco Bell to create continuously compelling 1:1 interaction with its fans,” said Meyar Sheik, president & chief commerce officer, Kibo.