Why Did Taco Bell Just Wipe Out Its Social Media Accounts?

An unorthodox approach to launching an app

Taco Bell made a bold move today to grab the attention of hungry millennials. It darkened its social media pages (even appearing to wipe out its 1.4 million Twitter followers and erase all previous Facebook posts) to spotlight a single message: Customers can now order tacos, burritos and chalupas from the chain's new mobile app.