How Taco Bell's Ordering App Turns Extra Onions Into Real Money

The average bill fulfilled via Taco Bell's new app is 20 percent higher than regular orders

The most popular add-ons for the nearly two million people using the app—onions, sour cream, nacho cheese, and creamy jalapeño sauce—cost from $0.30 and $0.70, depending on location.

Photographer: Ivo Noppen/Getty Images

Customers ordering Beefy Fritos Burritos, Fiery Doritos Locos Tacos, and other items from Taco Bell can be a highly suggestible bunch—never more so than when they are using the company's five-month-old app. The average digital order is 20 percent higher than traditional orders made with a human cashier, Taco Bell disclosed at a recent investor conference, and a good part of the padded total comes from orders for additional ingredients. The most popular add-ons for the nearly two million people using the app—onions, sour cream, nacho cheese, and creamy jalapeño sauce—cost from $0.30 and $0.70, depending on location.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.