Taco Bell was very unique in their online advertising choices. They wiped out all the content across their social media pages and posted one simple message: “Customers can now order tacos, burritos and chalupas from the chain's new mobile app.”
First of all, their advertising choice definitely got the attention of their followers, customers, and fans. The social sites went dark, feature a single post with the hashtag "#onlyintheapp," which sends followers to the app. By going dark, Taco Bell is not going to be able to effectively communicate with fans through social media sites which is an interesting decision during the launch of this new app.
Second, a fast food chain launching an app for ordering, saving favorite orders, locating nearby stores, and checking out with a credit card is pretty awesome. Stores like Pizza Hut and Dominos have these features on their apps, but not many fast food chains do. This will be interesting to watch as it unfolds to see how it gains in popularity and convenience for consumers, but also in which additional franchises will follow the trend.
