Say what you will about the edible options at Taco Bell, but the most notable purveyor of fast Mexican food is always on the lookout for another opportunity to promote their wares and make it easier for you to eat them at ungodly hours.
They’ve already started offering booze since they know you’ve been drinking anyway, and they’ve even made it possible for you to involve their tacos in your marriage ceremony. Their latest idea? “Taco Mode” ridesharing.
Tuesday, Taco Bell introduced a special option on the Lyft ridesharing app that allows passengers to add a Taco Bell “ride-thru” to their trip. Once you’re in “Taco Mode,” the Lyft map on your phone will change accordingly. The car icons become tacos in transit and, soon enough, “a taco-themed car will pick them up and take the passenger to their next destination: Taco Bell.” There will be approximately 15 Lyft vehicles set aside for such trips and each of which will be wrapped in taco and tortilla chip graphics.
Now, there’s a catch of course. You can’t get into Taco Mode any time of the day. The offer is only good for very specific customers in a very specific place at a very specific time. Namely, between 9 p.m. to 2 a.m on July 27-29 and August 3-5 at the Taco Bell at 1400 West Coast Highway in Newport Beach, CA.
According to Taco Bell’s Chief Marketing Officer Marisa Thalberg, this isn’t just something they came up with on a whim. It’s meeting a demand that many Lyft passengers already have.
“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. 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.”
No word yet on whether or not Taco Mode will go nationwide if successful here, but so long as people want tacos at 1 a.m., there’s sure to be a demand for such a service.