Taco Bell to Install Video Network + Free Wi-Fi At 5,600 Locations by 2015

In a move to turn drive-thru customers to in-restaurant customers and increase average dwell time, Taco Bell has inked a deal with Indoor Direct to install an ad-supported video network throughout 5,600 of its nationwide locations. Along with the deal includes free Wi-Fi access to diners in an attempt to get customers to linger longer in each restaurant. The hope would be that customers end up purchasing more product, or would have a higher receipt-price at the end of their visit.

The installation is projected to be completed by 2015 and Indoor Direct‘s own Restaurant Entertainment Network is touted to reach approximately 48 million Taco Bell customers each month. Each location will feature The Restaurant Entertainment Network (REN), which consists of a point of sale and dining room network, plus the free Wi-Fi for guests.

REN would add continuous content in an effort to enrich the Taco Bell experience, giving customers “engaging content” to consume during their visit, such as music, lifestyle, entertainment and sports.

The question is, would you spend more time at a Taco Bell if there was free Wi-Fi? Burger-brand McDonald’s attempted to increase customer dwell time increases by offering Wi-Fi, but they also had the added value of relatively quality coffee under the rouse of a “coffee house.” It’s always been my experience to hit the drive-thru at Taco Bell, or if I eat in, it’s under 10 minutes or less.

Is the addition of this video network + free Wi-Fi going to be enough for the mexican food giant? Or will they need other additions to increase time spent in stores?