The quick-service restaurant chain is opening the doors to its first digital-only US location in the heart of New York’s Time Square.
The restaurant is located in the historic Paramount Building and is based on Taco Bell’s urban-oriented Cantina format, boasting a small footprint and a more modern environment, featuring elements such as an open kitchen and a menu complete with alcoholic beverages.
According to the company, the Times Square location is designed to simplify and modernise the customer’s experience by redeploying store employees from manually taking orders to higher-level customer service activities.
Customers at the location have two options for ordering food and beverages. They can utilise one of 10 self-service digital menu kiosks or order ahead of time via the e-commerce site or mobile app. A separate double-door entrance allows those customers that have ordered ahead of time to skip any queues and head straight to the pick-up area where they can enter their order number and pick up their meal from a dedicated cubby.
The opening of the store falls in line with Taco Bell’s recent experiments with digital store formats which saw them unveil their new ‘Taco Bell Go Mobile’ concept last August.
