The launch of ta.co

We made the internet’s favorite food absolutely craveable, fully customizable and unbelievably convenient. From the over-the-top product descriptions, the taco FOMO-inducing photography, and the 404 page, we made this one for the fans. 🙏🏼

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No more boring food photography

Taking queues from Instagram culture, every menu item was shot to reflect the post-purchase experience of hanging out in your favorite places eating your favorite foods.

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Make it your way

Vegetarian? Why not have beans on your steak taco instead? Just a few taps in the Customizer and you’re on your way to your dream meal. We also made it super easy to jump into the customizer from anywhere on the site — no need to even go to the product page.

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Order from any page on the site

The Quick Order bar is the fastest way to get to your favorite food. Items show up as soon as you tap into it, and live search begins as soon as you start typing.

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Write like McSweeney’s not McDonalds

If it’s on the site, it has to be fun. There’s an action-filled spy story, a thesis on multiplicity and the human existence and dessert for breakfast for dessert.

No hamburger menu here

It’s a small thing, but it makes me happy. The mobile menu icon for a taco site should not look like a hamburger so ours looks like a taco.

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Did I mention the 404 page?

My buddy Tom Deslongchamp helped us create some awesome GIFs for launch, as well as the the charming little taco who spills his beans on the 404 page. The GIF has taken on a life of its own, as do awesome things on the internet. Someone even created some sound design for the little guy!

tacobell-404b baconCatcher (Tom also created the emoji GIF in the header of this page.)

New URL and updated logo

With the launch of the new site, I suggested we do it in the most Taco Bell way ever and buy the URL ta.co — the client didn’t hesitate. We launched with just a simple tweet: “ta.co 🔔” — it was glorious. I even got to redesign the Taco Bell logo to remove all the excess letters. Maybe someday it’ll end up on an actual restaurant.

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We got results

As of six months from launch, visitors to ta.co spend 2.5 times as much as they do when they order at the restaurant. And 68% of transactions thru the site have a customization.

Thanks for reading. You can use the arrow keys on your keyboard to navigate thru my other projects.

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