Lyft Does Drive Thru

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The fast-food chain is beginning a venture with the ride-sharing company this week that will allow Lyft passengers to request rides that incorporate a stop at a Taco Bell drive-through between 9 p.m. and 2 a.m.

Taco Bell and Lyft’s initial test will be limited to a “tight region” around the Newport Beach location and include taco logos inside the app, branded taco-themed vehicles and in-car menus, said Melissa Waters, Lyft’s head of marketing. While Lyft has struck up partnerships with other companies like Starbucks and Delta, she said it was a first for it to be “actually fulfilling a ride experience for a brand.”

“We will allow drivers to opt in to that so we can make sure we understand their full experience, and the customers can get the full delight of opting into ‘Taco Mode,’” she said. “Then we can fully understand how everything works before we roll out more broadly in Southern California, then more broadly nationally.”

Taco Bell and Lyft’s initial test will be limited to a “tight region” around the Newport Beach location and include taco logos inside the app, branded taco-themed vehicles and in-car menus, said Melissa Waters, Lyft’s head of marketing. While Lyft has struck up partnerships with other companies like Starbucks and Delta, she said it was a first for it to be “actually fulfilling a ride experience for a brand.”

“Marketing today is so much about customer experience, not branding and advertising,” she said. “We’re really evaluating it from a surprise and delight for our consumer bases with a program like this and both meeting in the middle and developing it on both sides.”