Lyft has partnered with Taco Bell for a late night munchies pit stops, and although new venture may appear to be an unusual cross-marketing campaign, it could actually become a model for future marketing "marriages" and a new revenue opportunity for ride-hailing in general.
According to a recent press release, late-night riders have already been asking for a Taco Bell food run when riding with Lyft, so it seemed like the perfect feature to add to to the app.
So far Lyft has already successfully tested this in Los Angeles' Orange county between July 27 and 29, and is going to run it again between August 3 and 5 between 9PM and 2PM. Should the experiment go well, the Taco Mode should be spreading into additional markets by the end of the year, with an expected nationwide roll out in 2018.
If executed well, this could be a new business opportunity that helps Lyft bring in additional marketing partners and revenue with a minimum of impact to the core product and the ride hailing service.
Taco Bell has also announced that it is going to offer a "matrimonial experience" in Las Vegas. Beginning August 7, people will be able tie the knot Taco Bell-style at the brand's flagship Las Vegas Cantina restaurant. Now, if Lyft could get in on this action as well, they could become the exclusive Taco Bell newlyweds' car service.