Drunk hunger is a very real affliction, and it's no secret that impaired people opt for services like Lyft when its time to head home after a night out, so the company is looking to satiate those alcohol-fueled cravings with its new 'Taco Mode.' In partnership with Taco Bell, Lyft riders can now activate Taco Mode to get their driver to take a detour to the nearest Taco Bell drive-thru before heading to their final destination.
Taco Mode isn't a fully accessible feature. Rather, it's only available between 9 PM and 2 AM, at the time of night when the aforementioned cravings tend to reach their peak. At the moment, the promotion is only available in Orange County, California, but Lyft and Taco Bell expect to expand it to the rest of the US by 2018.
Taco-Tracking Taxi Rides
Lyft's New 'Taco Mode' Brings Riders to the Nearest Taco Bell Drive-Thru
Trend Themes
1. Late Night Food Delivery - Innovative food delivery services that target late night customers such as those with impaired judgement.
2. Partnerships Between Ride Services and Fast Food Chains - Collaboration between ride services and fast food chains to provide customers with new experiences.
3. Niche Marketing to Target Late Night Impaired Customers - Marketing strategies that focus on satisfying the cravings of late-night customers, especially those with impaired judgement.
Industry Implications
1. Ride Sharing Services - Lyft, Uber, and other ride sharing services can explore expanded partnerships with fast food chains to cater to their customers.
2. Fast Food Chains - Fast food chains such as Taco Bell can explore collaborations with ride sharing services to expand their reach and engagement with customers.
3. Marketing and Advertising - Marketing and advertising agencies can work with ride sharing services and fast food chains to develop targeted promotional campaigns for their products.