Taco Bell hopes to cook up sales from health-conscious consumers with a new user-friendly ingredients list and nutrition calculator, which will be available on the chain's mobile and Web sites, as more fast-food chains aim to spread the word on mobile about their transparency initiatives and naturally flavored menu items.

As the brand announces its goal of removing all artificial colors and flavors from its menu line-up by the end of the year, it is ensuring that consumers on mobile platforms are aware of this news and can easily access any ingredient information. This tactic may help Taco Bell drive sales, especially if uncertain consumers opt to peruse the menu and nutrition calculator on their smartphones before placing an order.

?These tools are our next steps in being even more transparent about our food,? said Alec Boyle, public affairs and brand reputation specialist at Taco Bell Corp., Irvine, CA. ?We know today?s customers are more engaged and curious about their food than ever before.

?So we?re bringing tools ? like the nutrition calculator - and information to our fans that will make it even easier for them to understand what?s in their food and make informed decisions ? no matter where they are. Ultimately, being a transparent business is just as important as being a business that is accessible to our customers 24/7.?

Food revolution
Taco Bell claims it is currently undergoing a food revolution, which is augmented by the fact that consumers are more interested than ever about what they are eating. Therefore, the brand aims to make these facts known to customers and offer options for various lifestyles and price points.

As the percentage of customers who use their smartphones to gain such information grows higher and higher, it makes sense for Taco Bell to roll out a mobile-optimized nutrition calculator and user-friendly ingredient list.

Consumers using the calculator may use a drop-down menu to select their food item type, before clicking on its exact name and selecting any additional add-ons or garnishes they would like to have with their order. The entire ingredient list then pops up, as well as a final calorie count for the meal.

?The nutrition calculator is currently available on our Web site and via the mobile site,? Ms. Boyle said. ?Featuring it on Taco Bell?s mobile ordering app is our next step, but not currently available.

?Because the nutrition page on our Web site (and mobile site) is already the second-most visited page, providing a nutrition calculator was a natural next step. It is another way we?re meeting what our customers are asking for, and making it easier for them to stay informed about their food choices and nutritionally customize and calculate their favorite order.?

This feature is particularly useful for on-the-go consumers who may want to use Taco Bell?s mobile ordering capabilities to purchase a quick meal, but have food allergies or intolerances. By quickly inputting their desired meal into the calculator, they may then ensure that the meal is safe to eat.

This may also stop customers from eating at Taco Bell competitors, as they may feel more at ease with the transparency of food ingredients.

Other brands following
Meanwhile, Pizza Hut is following in Taco Bell?s footsteps by also rolling out new brand standards for ingredients, in addition to an interactive nutrition calculator for mobile and Web users in July.

Customers will be able to take advantage of the calculator and the allergen tool to double-check on ingredients and calories before placing an order. The brand is also working to revamp its menu by cutting many artificial additives monosodium glutamate-heavy dishes.

The brand believes customers will be better-equipped to customize menu items to their dietary or health needs. Consumers will be able to select a low-calorie pizza option with the ?Skinny? slice recipes, and gluten-free fans may enjoy the Udi?s Gluten-Free pizza.

Ultimately, mobile is an optimal platform for fast-food chains to leverage, as it helps ensure a wide consumer outreach and expand knowledge about their health initiatives.

?Our goal with the nutrition calculator is to give our customers what they need to make informed choices that fit their lifestyle,? Ms. Boyle said.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York