The Gist: Taco Bell has captured a unique subset of fast food fandom.

Taco Bell is thinking ahead.

Whether intentional or not (and based on their research, we bet it’s intentional) Taco Bell is playing the long game when it comes to its customer base.

Vegetarians Welcome

Vegans and vegetarians are much more likely to eat at Taco Bell and as we’ve previously mentioned, veganism is on the rise. It’s worth pointing out, no other fast food restaurant of its size and market share offers comprehensively vegan items.

Millennial & Gen-Z Diners

Taco Bell is also doing an excellent job of catching Millennials’ interest. 18-34 year-olds are more likely to visit Taco Bell at least every 1-2 months.

More importantly, the chain is catching tech adoption-heavy Millennials, customers that are typically ahead of the curve when it comes to spending behaviors.

Mobile Friendly

Frequent Taco Bell diners are much more likely to use the mobile app to order ahead.

Many fast food chains are experimenting with order ahead apps, and it looks like frequent Taco Bell diners are more than twice as likely as others to use a fast food ordering app.

Mexican Food Super Fans

The more often customers visit Taco Bell, the more often they eat Mexican food overall. In fact, fans of Taco Bell more often eat Mexican food than dine at fast food establishments.

In many ways, Taco Bell fans look like your standard fast food fans, but some habits, such as vegetarianism and mobile ordering, signify the chain’s ability to think ahead and keep up with the evolving taste of its customers.