Ride-sharing company Lyft is currently testing “Taco Mode” in Newport Beach, CA. Riders who call a Lyft between the hours of 9pm and 2am can now activate “taco mode,” which directs the driver (who must also opt in) to take them on a detour to a local Taco Bell before reaching their final destination. “We realized that for every person who has asked their Lyft driver to make a pit-stop at Taco Bell—and we’ve seen many,” the fast-food chain’s Chief Marketing Officer Marisa Thalberg said, “there are likely those who weren’t sure if this was possible. With the advent of this fantastic partnership with Lyft, we will erase any lingering uncertainty and celebrate the ability to ‘ride-thru’ in Taco Mode.” Taco Bell re-launched its vegan rice in June and published a “How to Eat Vegan at Taco Bell” guide in 2016 to appeal to its loyal vegan customer base. Lyft’s Head of Marketing Melissa Waters said both companies are testing the concept in a limited area but expects to introduce the option nationwide in 2018.
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