• Mobile Commerce Daily, Thursday, February 12, 2015 10:30 AM

While Taco Bell’s parent company Yum! Brands saw an $86 million fourth-quarter loss, the taco chain is heating up sales thanks to its new mobile ordering app, which is seeing the average order come in at 20 percent higher than in-store orders. Taco Bell engaged in heavy social media marketing tactics for the launch of its mobile ordering app, which enables users to customize their orders, pay via smartphone and pick up orders as soon as they arrive at Taco Bell bricks-and-mortar locations. The brand’s high digital orders are due in part to consumers’ preferences of purchasing additional ingredients through the app, such as sour cream and nacho cheese, which cost at least $0.30 per add-on.

Read the whole story at Mobile Commerce Daily »