Taco Bell on Tuesday debuted its mobile app that allows customers to place an order, customize their food, access special offers and pay from their phones.
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The move from the chain owned by Yum Brands Inc comes as restaurants, including McDonald's Corp and , seek to use mobile technology to ring up more sales and speed up service.
"We believe mobile ordering and payment is the biggest innovation since the drive-thru," Taco Bell President Brian Niccol said in a statement.
Taco Bell's website as well as its Twitter, Tumblr and Facebook social media accounts went "dark" ahead of the announcement, showing nothing but black space, in a bid to drum up interest among the 18- to 34-year-old Millennial generation that spends about $95 billion annually on meals and snacks away from home.
After the announcement, Taco Bell's social media sites urged users to download the new mobile app.