mobile-bannertablet-bannerdesktop-banner
Taco Bell International President Melissa Lora Interview As The Yum! Brands Inc. Restaurant Set To Open First Store In Japan
Loaded Fries, right, and 2 Tacos Supreme meals sit on a counter inside a Taco Bell restaurant, a unit of Yum! Brands Inc. operated by Asrapport Dining Co., during a closed-tasting session in Tokyo, Japan, on Saturday, April 18, 2015.  Bloomberg Bloomberg via Getty Images

Taco Bell’s new URL is absolutely perfect

Sep 29, 2015

Taco Bell unveiled its new and improved website on Monday, and the URL is exactly what you didn't know you wanted it to be: ta.co.

Taco Bell's new website allows you to customize menu items quicker than before and order food ahead of time. You can then skip the line when you pick up food.

Other features include the ability to re-order customized items and the chance to select favorite foods for the future. Customers can also access exclusive discounts and other perks.

The new website also introduces "The Feed," a lifestyle blog to help millennials model their lives after Taco Bell. It features blog posts about music and fashion.

"To stay relevant in culture now requires us to innovate in technology just as much as we’ve innovated in food," Taco Bell CEO Brian Niccol told Bloomberg. "What we’re driving toward is redefining the Taco Bell experience to go beyond the traditional drive-thru, dining-room experience.

Bloomberg writes that Taco Bell is a leader in technology among fast food restaurants. The chain launched an app last year with features similar to ta.co. The app has since been downloaded approximately 3.7 million times. Customers on the mobile app spend an average of $10 per order, or 20% more than other Taco Bell restaurant-goers.

The next phase in redefining Taco Bell: delivery. The chain is currently testing delivery at 200 locations, mainly in Texas and California.

All products and services featured are based solely on editorial selection. FORTUNE may receive compensation for some links to products and services on this website.

Quotes delayed at least 15 minutes. Market data provided by Interactive Data. ETF and Mutual Fund data provided by Morningstar, Inc. Dow Jones Terms & Conditions: http://www.djindexes.com/mdsidx/html/tandc/indexestandcs.html. S&P Index data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Terms & Conditions. Powered and implemented by Interactive Data Managed Solutions