Following its campaign launch with Paris Hilton, Taco Bell is once again tapping into nostalgia by introducing a digitized version of its popular Coin Drop game. The countertop game was wildly popular at the company in the aughts, allowing customers to drop a coin into a contraption and then try to spin it down atop several paddles to earn a free menu item.
This time around, however, the game is digital. From now through Aug. 14, Taco Bell Rewards members who choose to round up their orders to the nearest dollar will receive a digital “coin” that they can then try to land on the lowest pink paddle to win one of three items – cinnamon twists, a crunchy taco or a bean burrito. Customers who round up will also receive 10 bonus loyalty points to go toward their next reward. Customers can also go online to request a coin without making a purchase or rounding up. Rounded up funds will go directly to the Taco Bell Foundation to provide scholarships, grants, and educational experiences.
"We've seen so much success in meeting our fans where they are – from launching the Taco Lover's Pass to the in-app voting experience and we're excited to introduce this digital iteration of Coin Drop. This game offers fans a new way to win and give back, all at their fingertips with the Taco Bell app," Dane Mathews, chief digital officer at Taco Bell, said in a statement "Many of our fans have fond memories of playing the original Coin Drop at their local Taco Bell – so it only made sense that we bring the game back for our Rewards members to transport customers back in time and give them another shot at winning."
According to the company, Coin Drop generated over $41 million in donations from 2003 to 2016 to fund Live Más Scholarships and community grants. In 2019, the Taco Bell Foundation introduced Round Up – a point-of-sale fundraising program that allows customers the opportunity to donate to the Taco Bell Foundation all year long by "rounding up" their total to the nearest dollar. Since the start of 2023, the Taco Bell Foundation has raised over $20 million in Round Up donations and has a goal of reaching $40 million this year with the help of Coin Drop.
Taco Bell partnered with gamification platform CataBoom to develop the digital version of Coin Drop. CataBoom has partnered with companies like Ruby Tuesday, Southwest Airlines, TGI Friday’s and T-Mobile. Gamification has been used by several other restaurant brands as well to drive loyalty member signups and customer engagement. Brands from Chipotle to Chick-fil-A have tapped into mobile gaming features as the market continues to grow rapidly. Newzoo reports that the global gaming market generated over $184 billion in revenue, with half of that coming from mobile gaming alone in 2022. A new study from data.ai and IDC shows that mobile gaming is outgrowing the gaming industry overall
"At the Taco Bell Foundation, our mission is to break down barriers to educate and inspire the next generation of leaders, but it's important to us that we have fun while doing it – and that's what Coin Drop is all about," Jennifer Bradbury, executive director of the Taco Bell Foundation, said in a statement. "Coin Drop is truly a win-win for everyone involved, customers can win fun prizes while knowing they are giving back to a great cause."
Contact Alicia Kelso at [email protected]