Doordash, Taco Bell Invest in Customer Loyalty, Revamp Marketing Strategies for Increased Engagement

Greetings, Juice.ai mavens! Let’s gobble up some marketing wisdom, the way Taco Bell aficionados chow down on Cheesy Gordita Crunches on a Tuesday night.

Advertising Week New York was in full swing as DoorDash's CMO, Kofi Amoo-Gottfried, had a little fun at our expense, quipping about the challenge of fostering customer loyalty. Just the way people aren’t 100% monogamous with their partners, he chuckled, brand loyalty operates in the same context.

“Loyal” Dane Mathews, Taco Bell’s chief digital officer, outlined a similar challenge for his brand, even with their devoted fan following. Given the fierce competition in the QSR landscape, every day is Taco Tuesday with rivals embarking on creative campaigns.

These big brands are building engagement with their most faithful users through subscription services. DoorDash's DashPass and Taco Bell's Taco Lover’s Pass give these companies valuable insights into their most loyal users' engagement habits. Another useful metric is consumer behavior, like Taco Bell's internally dubbed “Purple Knights,” die-hard fans who help other consumers learn about new product launches on social media. The core message being - the sphere of loyalty extends beyond purchases.

However, the loyalty game is not solely about faithful customers. Trust is vital, too. According to Amoo-Gottfried, the two dimensions of trust are: doing the job you’ve been chosen for by a consumer and ensuring your corporate purpose aligns with your operations. Surprise, surprise - consumers cared more about the first dimension. “Highfalutin" purpose, anyone?

Taco Bell and DoorDash upped their game when they teamed up to liberate (yes, you read that right) “Taco Tuesday” from Cheyenne, Wyoming-based chain Taco John’s. Celebrating the "liberation" with an unusual collaboration, both brands poured a joint $5 million into comping taco orders on a memorable day in September.

The effort centered on driving customers towards local tacos vendors via DoorDash, shedding light on part of Taco Bell’s wider strategy to continue to thrive in a “burger world.” And yes, the phrase #TombstoneGoals was dropped, showing the value they placed on their monumental joint venture.

Both brands, DoorDash and Taco Bell, have demonstrated how pivoting marketing strategies towards the customer experience can result in increased engagement, brand loyalty, and ultimately, higher sales.

This is where Juice.ai comes into play. It’s no secret that determining customer behavior is key to fostering trust, loyalty, and frequent interaction with your brand. Having insight into what appeals to specific audiences can only strengthen your marketing strategy and brand performance. Our platform at Juice.ai has the tools to offer unique solutions that assist brands in achieving those all-important business objectives.

Looking to the future, it’s clear digital marketing will continue to evolve around personalized consumer interaction. Brands will rely on advancing tech and AI platforms like Juice.ai to not only survive but thrive in a competitive digital landscape.

As for Taco Tuesday, with the right use of personalized marketing–every day could be your brand’s “Taco Tuesday.” Just hold the sour cream.

About The Author

Derek Sturman
Co-founder of Juice.ai, CEO of Panda
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