Taco Bell has narrowed its long list of possible new digital agencies to one. The fast-food chain will be partnering with R/GA in an attempt to connect with more of its young consumers online and through social media.

While the current website is well liked among consumers for its entertainment value, it does not differ that much from other companies such as Burger King and McDonald’s. According to Taco Bell’s senior manager-corporate communications, Lyle Swart, customers said “there’s some information most important to them that they want to get to easily.”

The chain’s digital work was previously handled by DraftFCB, Irvine, which like R/GA, is owned by Interpublic Group of Cos. “We’re thrilled R/GA is our digital partner,” Swart said. “Their strategy is cutting edge, they’re smart, they have fantastic creative and we’re very excited about the things we’re going to do with R/GA and DraftFCB.

While the company doesn’t seem to be making a full move away from their agency of record their digital is certainly taking a new tone. Plans for the website relaunch are set to happen in January and R/GA will be tasked with the digital marketing and customer relationship management.

The new site will follow the growing trend among consumers who want to interact with their brands and be more user-friendly. Social media and customer experience have become stronger approaches for brands to connect and engage people. As well, Taco Bell hopes the revamp will better target its younger demographic.

“Taco Bell is a vibrant and youth-driven brand that understand that digital is a key component to connecting with consumers where they live,” said Bob Greenberg, R/GA chairman and chief creative.