Taco Bell has recently announced an online customization service which allows their clients to tailor-make their meal. One may believe that this is a tactic done in order to assimilate their enterprise into a direct business model. Many firms all around the world adopt this model since a closer relationship with the consumer allows for various advantages:
For example, they can now charge a greater price for customizing meals than they would have for a normal order. Some consumers are willing to pay extra since the benefit of having a meal that perfectly appeals to your preferences is worth it. While mounting up the website may have also risen Taco Bell’s costs, they now have the perfect platform to analyze consumer trends and preferences. Therefore, they can develop new business strategies based on solid empirical data. Taco Bell has devised a competitive edge that has allowed it to differentiate their brand name from other fast food chains.
The fact that customization is reaching even the fast food market speaks a lot about the effectiveness of meeting consumer demands. Even though Taco Bell needs to keep prices low in order to compete, their new form of mass customization proves how tapping into the demands of each individual instead of just treating customers as a mass entity is profitable.
