Marketing Currents - Business and Marketing Current Events

Taco Bell wants to reinvent the drive-thru


The drive-thru is getting a makeover.

Last week, Taco Bell announced it is launching a new drive-thru restaurant in Brooklyn, Minnesota called “Taco Bell Defy.” A 3,000 square-foot, two-story model, it aims to reimagine the drive-thru for the mobile era as the restaurant industry adapts to the demands of on-demand food ordering. The site is set to open the following summer.

Click here to read the story at

Discussion Questions:

  1. Based on information from this story, describe Taco Bell’s new-look drive-thru.
  2. Why do you think Taco Bell wants to reinvent the drive-thru?
  3. Why do you think they chose to launch the new drive-thru in Brooklyn, Minnesota?
  4. What is consumer behavior?
  5. How do you think shifts in consumer behavior influenced Taco Bell’s decision to reinvent the drive-thru experience?
  6. Based on information from this story, how did drive-thrus perform during the pandemic? Why do you think that is?
  7. What is customer service?
  8. Why is customer service important?
  9. How might the new drive-thru experience impact Taco Bell’s level of customer service?
  10. What do you think about the new drive-thru concept? Do you like it? Why or why not? Be prepared to discuss your answers in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.