A new feature on Taco Bell's app puts customer spending control front and center. The app asks, "How much are you looking to spend?" After the user inputs their budget — with a USD 5 minimum and USD 25 maximum — the app generates combinations of menu items fitting that constraint. Drinks, combos, party packs and certain other items are excluded, but customers can pin preferred items to their cart and continue randomizing other options to complete their order.
The fast-food chain's budget-oriented innovation comes as the industry continues to grapple with a slump in sales. While the usual response to inflation is price adjustments (both up and down, as with PepsiCo's recent de-shrinkflation), Taco Bell presents a new tactic for dealing with heightened price sensitivity. By allowing customers to mix and match a menu within a specific spending limit, its tool can transform budgeting into an engaging experience.
That said, feedback on social media points to the feature not serving up the types of bargains consumers could get simply by selecting a fixed meal deal. One to keep in mind as you tweak your own brand's customer journey to help navigate financial constraints 💸
