Taco Bell $10 subscription service offers fans 30 tacos for 30 days

The Taco Lover’s Pass is now available for purchase via the Taco Bell app

Taco Bell $10 subscription service offers fans 30 tacos for 30 days 1

Taco Bell has launched its first-ever taco subscription service nationwide.

Called Taco Lover’s Pass, the digital taco subscription service allows customers to get one of seven iconic tacos daily for 30 consecutive days at participating U.S. locations for the price of just $10. Those seven taco variants are the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos, and the Doritos Locos Tacos Supreme.

Now available via the Taco Bell app, the Taco Lover’s Pass is exclusive to Taco Bell Rewards members. Once purchased via the app, the pass will unlock a secret category on the app menu, allowing fans to choose a taco for the day and redeem it in-restaurant.

“There’s no better way to kick off 2022, especially Taco Bell’s 60th anniversary year, than by inviting our fans to enjoy our most iconic tacos every day for 30 days, all while underscoring our commitment to digital innovation and value,” said Zipporah Allen, Chief Digital Officer at Taco Bell, in a press release. “Tacos are in our DNA, and we’re thrilled to offer our most ordered menu item through the Taco Lover’s Pass. It’s a fun way to continue offering unique ways to reward our most loyal fans through our digital access points.”

Prior to its national launch, the Taco Lover’s Pass program was tested last September in Tucson, Arizona, where many fans took advantage of the monthly taco subscription. Among the customers who bought the Taco Lover’s Pass, 20 percent were new to the Taco Bell Rewards Program, and an additional 20 percent renewed their subscription for a second time. During the trial run, the Doritos Locos Tacos Supreme was the most redeemed taco.

According to CNN, Taco Bell experimented with a price point between $5 to $10 for the Taco Lover’s Pass but ultimately decided to give the monthly subscription service a $10 price tag.

Though subscription services are more common for streaming platforms, Taco Bell isn’t the first restaurant to introduce one. Back in 2020, Panera launched an unlimited coffee and tea subscription for only $8.99 a month. And just earlier this week, Sweetgreen announced a $10 discount program that allows customers to get $3 each order for a month.

Sources: Taco Bell, CNN
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