While the latest incarnation of Taco Bell’s mobile app – Live Mas – is a visually beautiful experience, it ultimately doesn’t add the kind of value we expected.
The attempt at streamlining the universal transaction of choosing, ordering, picking up, and scarfing down is a valid one.
But because the app doesn’t offer something resembling teleportation, we still must do what we’ve always had to do: Drive to a Taco Bell and pick up our XXL Grilled Stuft Burrito Combos.
The process goes like this: After scrolling through your options and choosing your poison, a map of backyard Taco Bells immediately pops up. Select yours, and then customize your taco to your heart’s content. Once you’ve layered on the extra cheese, enter your payment information, and “head to the store before it closes today,” after selecting your pick-up method.
And there’s the rub. How does Live Mas improve the mostly clunky fast food pick-up experience?
It doesn’t.
In fact, it violates one of the most satisfying components of the customer-store agreement: The anonymity. One is required to provide his or her name instead of the order number. You wait in line like everyone else. So, in the time it took us to app-order, give our name, and wait for this obviously new procedure to be processed on the other end, we could have simply ordered at the drive-through window like everyone else.
The next time you’re home and are simply overpowered by the urge for a Cheesy Gordita Supreme, remember it might be just as easy to drive to Taco Bell and order one in person; you’re going to have to do it anyway.
Have you had a different experience with the Live Mas app? Let us know.
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