For $10 per month, Taco Bell customers can get one taco per day for 30 consecutive days. The national program, called the Taco Lover Pass, is available for purchase starting Thursday for members of its rewards program and those who have downloaded the Taco Bell app.
The subscription includes a variety of tacos, including Soft Tacos, Spicy Potato Soft Tacos, Crunchy Tacos, and its Doritos Tacos. Once a customer subscribes to it, a special section within the app is unlocked and customers can add a taco to their cart during the checkout process.
Taco Bell tested the program in Tucson, Arizona in September 2021. The chain experimented with a price point between $5 and $10 and said in a release that it increased its rewards program by 20%. Doritos Locos Tacos Supreme was the most commonly roasted taco.
Subscription services for streaming are more common, but restaurants have also experimented with them. This week, SweetGreen announced a $10 discount program that lets customers receive $3 off each order for a month. Panera has an $8.99 monthly program that lets customers receive a free hot or iced cup of coffee every day.
Taco Bell hopes the trial will convert casual customers into regular customers and increase enrollment in its loyalty program. The idea is to lure people in with a free taco and hope they add more to their order and increase the amount they spend at the restaurant. It also gives restaurant owners information on ordering habits that help target diners with customized deals.
Yum Brands ,yama,, which owns the taco chain, said last year that it aims to increase digital sales with more specialties. App users enrolled in its loyalty program spend 35% more than before joining, it said.