Twitter? Silent. Facebook? Closed. Instagram? Blank. In what appears at first to be a wilful act of social media suicide, US fast food chain Taco Bell has chosen to go dark across all channels. Withdrawing from the web, the company states that the new way to Taco Bell is #onlyintheapp – a reference to the company’s mobile ordering and payment app.
With it, customers can choose from the Taco Bell menu, pre-order meals for pick-up and receive app-only discounts. By focusing on the app and encouraging customers away from other social media channels the company is appealing to customers who prefer to conduct business off the grid. CIA operatives, and so on.
It’s a bold, contradictory and clever move that’s generating a good deal of attention for the app. Although the logical next step could prove to be even more radical. Forget the app. We believe it may be possible to drive to the restaurant and order a taco directly from the guy at the counter.