Being both a Southern California native and honorary Mexican-American, my infatuation for Mexican food goes beyond its authentic cuisine. However food preferences aside, my craze for Taco Bell is characterized by more than just a fast food pick me up. Regardless of your like/dislike for the Irvine, California based company, people can agree on one thing and that is that Taco Bell is killing the social media game. Based on the DigitalCoCo’s Restaurant Social Media Index, Taco Bell is currently ranked #1 while surpassing companies like McDonald’s, Starbucks, and Dominos. However in such a highly digital utilized age where inevitably every company is turning to vamp their social media presence, how does Taco Bell manage to outdo their competitors?
Participates in active consumer engagement:
Something I’ve particularly noticed first hand, is how unconventionally engaging Taco Bell is with its consumers. I first began following them on Twitter after I noticed a friend of mine had received a personal and witty tweet back from Taco Bell itself. Taco Bell has a cleverness for engaging in real time, both with fans and other brands. They understand how to create a balance between both prearranged and spur-of-the-moment social media engagement that surpasses the marketing tactics of other companies.
Taco Bell promotes authentic and creative content:
A large sector of Taco Bell’s social media team is comprised of millennials who understand how to optimally utilize various platforms in a witty manner. Taco Bell does a great job and repurposing user-submitted content and sharing this content on their own social media platforms. This further makes consumers feel valued and connected with the brand. Alongside their captions and tweets further personify the brand as a human being connecting with its fans rather than simply a fast food corporation.
Taking a Non-Traditional Approach:
Within the past couple of years, Taco Bell has stood out for its inventive and creative menu items. Between the Doritos Locos tacos, the quesarito, the Mexican pizza, and the biscuit taco, Taco Bell is always trying to find new ways to reinvent a non-traditional Mexican treat. They further integrate customer engagement by offering promotional quizzes and contests that ask consumers to respond to certain products. This allows the brand to take in both quantitative and qualitative analysis to figure out their best hits. Taco Bell’s website demonstrates their ingenuity as they have even created a tab categorized as “The Feed” which promotes Taco Bell 2.0. Taco Bell 2.0 plays off the fact that last year Taco Bell became the first US fast food chain with a mobile app that allowed pre-ordering and prepaying. Alongside Taco Bell is progressing its delivery service as well working on an online loyalty reward program that will involve gaming for points for customers.
Also have you heard there’s a taco emoji?
In lieu of recent iPhone iOS 9.1 updates, Taco Bell is capitalizing off the new taco emoji as they’ve created 600 unique gifs to celebrate the long awaited emoji. When people tweet at Taco Bell a picture of the taco emoji alongside another emoji, the brand will automatically send back a photo or gif combining both images. Try it! Also in addition to its Twitter campaign, the chain also released four colorful Doritos Locos Tacos holders that have feature the emoji in different ways.
Although numerous brands have put their own twist on social media engagement, Taco Bell has made a name for itself by pushing beyond the digital experience and surpassing their competitors.