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Taco Bell amps up mobile app personalization efforts

Taco Bell has partnered with omnichannel personalization company, Certona, to personalize menu recommendations and offers for registered users of its mobile app, allowing the Mexican QSR to feature individual guest preferences, past dining history, location, weather and restaurant-specific menus and pricing, a news release said.

Taco Bell said it will be able to show guests the most relevant menu items, promotions and content, based on their past visit. Additionally, the company accounts for different menu items and pricing across regions.

"As a forward-looking company, we're using the latest machine learning and AI technology to better deliver on those individual preferences," Taco Bell Director eCommerce Derrick Chan, said in the release. "That's why we are thrilled to work with Certona and leverage their proven personalization platform with real-time support to present our fans with the most immediately craveable menu items every time they use our app, reducing the ordering friction and satisfying their appetite."