According to Adage, Yum! Brands, Inc. (NYSE: YUM) Taco Bell and Lyft join together to fight late night cravings for their customers.
Lyft users have been going to social media to applaud their Lyft drivers for making a quick stop at drive-thrus on the way to their destination.
Lyft even posted a tweet last October for National Taco Day recognizing what its driver have been doing.
After both companies saw the trend, they decided to team up, thus “Taco Mode” was created. The two companies announced their test for the Taco Mode on Tuesday, which allows certain users to choose from times from 9p.m. to 2a.m. on Thursday night to Saturday nights over the next two weeks.
When a customer chooses Taco Mode instead of Line, the Lyft app’s car icons will suddenly turn into tacos.
Riders can then head to a nearby Taco Bell, get their orders and even a coupon for a Doritos Loco Taco, and then head on their way to their destination.
The companies teamed up to "blow wind on this emerging behavior we're seeing in social," said Taco Bell Chief Marketing Officer Marisa Thalberg.
The promotion is currently only starting in one Taco Bell in Orange County, California, but there are near plans to expand further out. Both companies hope to have this initiative full blown by 2018.
The partnership between the two shows how brands are looking into new strategies to connect directly with consumers and a way to stand out amongst the other typical market tactics. Now, Thalberg said, Taco Mode gives it a new way to give fans a unique experience.
Taco Bell already has an app and offers delivery, which help build a consumer base. Now, Thalberg said, Taco Mode gives it a new way to give fans a unique experience.
As for Lyft, as it faces heavy competition against other services, especially the most notable one, Uber, hopes to expand even more with this collaboration.
"There's been a lot of conversation about food delivery apps and apps being central to the way people are ordering food," said Melissa Waters, Lyft's head of marketing. "I feel like any app can do food delivery, but Taco Mode is bringing people to the food."
The Taco Mode collaboration with Taco Bell marks the first time Lyft has partnered with a company to do a special pickup experience, she said.