Lyft is partnering with Taco Bell to offer a limited pilot dubbed "Taco Mode" that will allow passengers to make a pit stop at the restaurant chain during their ride. Not only will they be able to take a detour to Taco Bell, but passengers will also get access to prizes, a special menu, and free food.
The limited pilot program will be held during two separate spans with the first session starting on July 27 and ending on July 29. The second session will be held starting on August 3 and ending on August 5. It will occur in the city of Orange County in California between the hours of 9PM and 2AM.
While this might seem like a strange mashup, it could be the start of a different kind of revenue stream for the ride hailing service that has slowly started to catch up to its rival Uber. Although the immediate effect of this will be unknown, it is a very interesting idea that could lead to other marketing opportunities in the future.
Lyft plans to expand the experiment beyond the two test sessions to other markets by year's end, with a full rollout starting sometime in 2018.