Taco Bell Explains Its Social Media Blackout and How It Lit Up Mobile Orders Within Hours

Diners used new app at 75% of stores


One day after launching a mobile payment and ordering app, Taco Bell says its stunt to shut down social media had some initial success.

On Tuesday, 90 percent of the chain's 6,000 U.S. stores began accepting mobile orders and payments through an iPhone and Android app. And just 24 hours after launch, Taco Bell said 75 percent of all stores already had processed a mobile order.

Taco Bell surprised customers when it wiped out its social media channels earlier this week to promote the app.

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