When you think of a really good taco, you probably think “fresh, spicy, and fun.” That seems to be exactly what Taco Bell had in mind with the launch of its brand new website and online restaurant: ta.co.

As “the new way to Taco Bell,” ta.co enables consumers to fully customize their online ordering experience – even saving past creations and menu favorites to personalized accounts.

Customization is paramount for today’s consumers — and the marketers wanting to reach them.

From now on, connecting with TacoBell.com is as simple as ta.co.  In addition to taking customized taco orders online, moving from the legacy .com domain to the fresh, new .CO injects the taco chain with a sense of startup cool that, until now, has been reserved for Silicon Valley-style tech companies – think vine.co, angel.co, brit.co, 500.co, and Twitter’s t.co, for example.

Considered the domain of choice among innovators, movers, shakers and risk takers the world over, .CO is also short, easy to remember and simple to share via mobile and social media.

We applaud Taco Bell for thinking “outside the bun,” and enthusiastically welcome ta.co the growing .CO community—which is now well into its 5th year.

The launch of ta.co is a great reminder to brands everywhere that the letters to the right of the dot can be a powerful way to customize your brand, engage with your audience, and build brand loyalty.