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Taco Bell Defy
Each interaction with a brand is an opportunity to provide a novel and engaging experience – even the fast food drive-thru.
Changing consumer expectations has meant that the customer experience in every industry needs to be faster, easier, and more personalized.
(Client)
Taco Bell
(Project Type)
Physical Space
(Solution)
Our two-story restaurant design prioritized mobile ordering as the primary end-user experience. Customers and delivery drivers self-sort into one of four drive-thru lanes, including a traditional face-to-face window option. More lanes mean more cars are served at one time, which reduced the overall wait time. Orders from the kitchen are brought down to the cars below by a very shareable pneumatic food lift.
(Details)
The updated design needed to generate buzz and impact sales: Defy’s opening led to over 1 billion international impressions, as well as 4x sales volume – a franchise record.
(Result)
"Taco Bell Defy is an incredible innovation for our brand, and one that’s meeting our consumer in a really unique way. Taco Bell Defy is the future,” said Mike Grams, Taco Bell President and Global COO.
Completed in 2022, we ideated the concept and worked with Taco Bell, PD Instore, and Border Foods to build it.
