We developed a physical shortcut for re-ordering your favorite Taco Bell meal. By leveraging the orientation sensitivity common to modern smartphones, we created a gesture-based, mobile-specific “Rotate to Reorder” feature. The beloved “extra beef-extra nacho cheese-add guacamole-no tomatoes-no beans-get it grilled-with a side of beans-and a large drink” combo a customer orders almost every visit? With a simple phone rotation and the tap of one button, they can quickly reorder it—with virtually no effort exerted or anxiety produced. The “Rotate to Reorder” feature was available in the app starting on launch day and we are in the process of obtaining a patent for it with the United States Patent and Trademark Office.

Our “Rotate to Reorder” innovation was our first step towards a future where users order digitally with no interface at all. With stored payment information, stored order preference and powerful location sensors, we will have the power to transform apps from laborious, step-heavy experiences to “interfaceless ones” that eliminate time-wasting, effort-heavy screens.