Taco Bell and ride-hail company Lyft announced plans this week to debut “a unique ride-thru” experience called “Taco Mode,” which will allow patrons to request a pit stop at the nearest Taco Bell location. Lyft claims it’s the perfect option for “passengers seeking the ultimate Taco Bell experience.”
While riders can already request to be driven to the restaurant with some of the worst-maintained bathrooms imaginable, Lyft promises the app makes the overall endeavor of buying fast food “more convenient — and fun — than ever.”
Why would these companies join forces? According to the press release, it’s because they “are two like-minded brands at the forefront of technology and innovation.” Don’t laugh. After all, Taco Bell was the company that realized you could make a taco shell out of fried chicken, while Lyft was the organization that took Uber’s business model and added furry pink mustaches.
They also both serve the late-night community. The restaurant chain provides a “fourth meal” to individuals that are too drunk or stoned to cook and the ride-hailing service keeps them from endangering others by stopping them from operating a motor vehicle. On the surface, it seems like a natural fit for a genius cross-marketing opportunity — until you place yourself into the shoes of the driver plighted to slop these disgusting animals in the backseat.
Lyft drivers aren’t universally enthusiastic about the idea. Scanning Reddit yields a general sense of outrage among a subset of contracted drivers. One of the biggest threads’ first responses was, “All ‘just a quick stop’ [requests] are money losers. I’m getting paid $2.39 for this short ride, now I have to spend 15 [minutes] in a Taco Bell drive through to make my car smell like fast food. With no extra pay from Lyft. No thanks.”
Like Uber, Lyft doesn’t provide its drivers with company cars; they personally own and are responsible for the vehicles used to transport customers — the maintenance, the cleanliness, everything. So it’s understandable they would be apprehensive about someone eating in the backseat. We’ve mentioned before how cleaning expenses can seriously add up for hire-a-car services; encouraging patrons to load-up on messy Taco Bell would almost assuredly exacerbate this.
“I’m not dirtying/staining my van and making it smell like dead animals for a couple measly bucks before depreciation, risk, time and taxes,” exclaimed another Reddit user. “I NEVER eat or let friends eat in it myself, so I’ll be damned if some drunk dude will be.”
The good news is that divers aren’t obligated to engage in any activity they aren’t comfortable with. Since it’s their vehicle, they’re allowed to ask you leave for any reason and refuse any requests. Taco bell may not be aware of this, however.
“We realized that for every person who has asked their Lyft driver to make a pit stop at Taco Bell — and we’ve seen many — there are likely those who weren’t sure if this was possible,” Taco Bell CMO Marisa Thalberg said in a statement. “With the advent of this fantastic partnership with Lyft, we will erase any lingering uncertainty and celebrate the ability to ‘ride-thru’ in Taco Mode.”
If you’re a little tipsy and want to test the waters, using the app does warrant you one free Doritos Locos Taco. But please be respectful enough to ask the driver in advance and toss them a few bucks if they are willing to comply with your “run for the border.”
Taco Mode is first being implemented in California July 27th to 30th and August 3rd to 6th, between the hours of 9:00 p.m. and 2:00 a.m. Lyft hopes to expand the service into additional markets by year’s end and go nationwide with it by 2018.
We reached out to Lyft for a statement regarding the driver complaints but have yet to receive a response.
[Image: Lyft]
Drunks and fast food in the back of a car they don’t own. What could go wrong.
Truth
I don’t get why Lyft wouldn’t make Taco Bell pay each time this service is used. It seems like the a lose/lose situation for the driver. He needs to be compensated for this service.
I’m sure Lyft is getting a payment from Taco Bell every time they get a Lyft customer order, but apparently the driver isn’t getting a cut. Since Lyft isn’t profitable, they are looking for new sources of revenue.
I’m not sure of the milage/time part of the equation, but wouldn’t they already get paid more for stopping?
Fast food is disgusting, but Taco Bell takes the cake. About the only thing your running for is the nearest John.
“for ‘passengers seeking the ultimate Taco Bell experience’.”
“we will erase any lingering uncertainty and celebrate the ability to ‘ride-thru’ in Taco Mode.”
Well. I think that’s enough internet for me.
I’ll see you all on Monday.
Spot on. How do these people even say anything without breaking out in shameful laughter?
“the restaurant with some of the worst-maintained bathrooms imaginable”
And here I thought only my local Taco Bell was this way.
I love their food, actually, but I *never* get it while on the road; I always make sure my next stop is home, which is 10 minutes away.
I’ll take the risk and get Taco Bell while on the road but I would never use their bathrooms unless I absolutely had to.
Lyft drivers better make sure to spray that Scott fabric protector nice and heavy all over their carpet and upholstery. Or maybe vinyl seats need to make a comeback.
“Lyft drivers better make sure to spray that Scott fabric protector”
Lyft should provide it free to drivers, and say “stains Lyft right out!”
Oh and make sure to always have Febreze handy.
Hey,
Stop the hating on Taco Bell, Although, I rarely eat there, I am a stock holder in YUM that we received in a spin off form Pepsi. The stock pays a decent dividend and appreciates at reasonable levels.So, I’m like this arrangement with Lyft for personal reasons.
You’re asking us to stop making fun of a disgusting fast food chain because it could cost you a few bucks? Ha, good luck with that.
Taco Bell sucks, and Pizza Hut gives me the runs.
I wonder if you could work out synergies betweeen a Lyft/Uber type ride service and a grocery delivery service like Shipt.
I have not and will never use these app-enabled “ride sharing” services.
Translation: “I have never tried this but I’m somehow sure I don’t like it.”
Get off my lawn you damn kids.
Lyft ought to be including a pine tree freshener to hang from the rear view mirror for every driver.
Tack on a cleaning fee? I foresee this relationship not lasting very long.
Even if every Lyft driver refuses to participate, it’s still a win for Lyft and Taco Bell, because you and every other “news” outlet are all talking about it.
Oh the fascination of fast food junk in this country. What a ridiculous marketing campaign.
I can’t imagine what could possibly go wring here…..
SARC.
-Nate
Seems like a strange arrangement. Lyft brings business to taco bell. I’m sure Taco bell gives Lyft some $$ for this to happen. Drivers don’t get a thing out of the deal, in fact may loose.
Poor attitude toward the people that are making you money. Not Uber poor, but poor anyway.
For some reason hearing the term “Taco Mode” makes want to punch someone. I may have anger management issues.