Taco Bell personalizes its mobile experience

Taco Bell is making it even easier for mobile app users to order their favorite burritos and chalupas.

The fast-food giant is expanding the functionality of its personalization solution provided by Certona — a move that is personalizing menu recommendations and offers for its mobile app users. The technology enables Taco Bell to offer product suggestions based on individual guest preferences, past dining history location and weather.

Using the solution’s artificial intelligence and machine learning technology, Taco Bell’s app can display menu items, promotions and content relevant to individual users. The solution will also tailor restaurant-specific menus and pricing to users based on their location. Overall, the efforts will “reduce ordering friction,” according to Derrick Chan, director e-commerce, Taco Bell.

“We know each of our [customers] has their favorite [items] and their own preferences,” said Chan. “As a forward-looking company, we’re using the latest machine learning and AI technology to better deliver on those individual preferences.”