Taco Bell is giving its fans the creative reins with its latest campaign, Fan Style, a mobile-driven initiative that encourages customers to design, name, and promote their own custom menu items. In return, users receive rewards every time someone orders their creation through a shared link.
Launched by the Yum! Brands subsidiary, the program taps into the popularity of fast-food “hacks” across social media. Through the Taco Bell app, users can build personalized orders, generate shareable graphics and links, and track how often their item has been purchased via a dedicated in-app dashboard.
To further amplify the concept, Taco Bell is offering a unique advertising twist: a one-time drop of free real-world ad space. On July 29, between 2–5 p.m. PT, users will have the opportunity to feature their Fan Style creations on billboards, sky banners, and other formats, at no cost, directly through the app.
Turning fans into marketers
With Fan Style, Taco Bell merges user-generated content, mobile engagement, and advertising. Creators earn the equivalent value of each order sold in rewards, incentivizing social sharing and creative engagement. Later this year, select fan-made items will even appear on Taco Bell’s national menu for a limited time, chosen based on criteria such as flavor, creativity, market appeal, and ease of preparation.
The initiative reflects a broader trend in quick-service restaurants (QSRs), where mobile apps have become central to both loyalty-building and brand experience. Customization—once a novelty—has evolved into a strategic differentiator, with chains like Burger King emphasizing it to stand out in a crowded market.
Digital momentum and growth
Taco Bell’s focus on personalization aligns with its strong digital performance. Yum! Brands reported a year-over-year revenue increase of 11.83% in the first quarter of 2025, reaching $1.79 billion. During the company’s earnings call, executives cited Taco Bell’s digital acceleration and targeted advertising as key growth drivers. U.S. in-store sales for the chain also rose by 9%.
With Fan Style, Taco Bell aims to turn loyal customers into brand advocates, turning creativity into currency—and mobile orders into marketing.
