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Taco Bell announced Friday that it plans to release a mobile app that allows users to order food right through their phone. The company, based in Irvine, Calif., is directing their new app at a younger demographic, as they are the target consumers.
According to Nation’s Restaurant News, the fast food chain is already testing out the app in five Orange County locations with plans to release it nationally later this year. The app has been in production for more than two years and is currently in the beta stages.
Considering the latest trend in mobile food services, Taco Bell is running a little late in the game. Pizza chains like Domino’s and Papa John’s have been in the mobile ordering game for over a year now. Chipotle Mexican Grill also has a mobile app for ordering food to go.
In September 2013, the New York Daily News reported that McDonald’s was testing a similar app to that of Taco Bell’s. Chick-fil-A is also getting in the mobile ordering business.
Jeff Jenkins, Taco Bell mobile chief, is very optimistic about the app's future success. “If you can get 10 million people to download your app, you’re putting a portal to Taco Bell in 10 million pockets,” Jenkins said.