Taco Bell Corp. President Brian Niccol After Doing A reddit AMA

Taco Bell Corp. is launching a new mobile app that can be used to place an order and skip the line, but their announcement came in an unusual way: The company completely blacked out their online presence, including their website, Twitter, Facebook, Tumblr, and Instagram.

Taco Bell’s main website is currently completely dark with little more than a link to the new app on iTunes and Google Play. The company’s entire Facebook and Twitter feed histories have also been cleared, with only a link to the app remaining.

The company didn’t go completely crazy though. They still retained their roughly 40,000 tweets and 1.4 million followers on the stealthily hidden @totallynothere.

The new app updates users on new menu items and deals, and it allows them to place orders, make payments with a debit or credit card, view nutritional information, and save favorite orders.

Unlike similar apps used by other restaurants such as Chipotle, orders placed by the Taco Bell app are not made ahead of time, but users of the app can pick up their order from the drive-through or by a separate line in-store.

Taco Bell Corp. president Brian Niccol said:

We believe mobile ordering and payment is the biggest innovation since the drive-thru. Our new mobile ordering app is just the beginning of how we’re using technology to break down the walls of our restaurants and become more transparent with our customers about our food.