In celebration of National Taco Day, Taco Bell is bringing back its Taco Lover’s Pass subscription program. The subscription program now includes Taco Bell’s new Toasted Breakfast Tacos, available for the first time on menus nationwide.
From Oct. 3-4, the Taco Lover’s Pass is available for $10. Once enrolled, fans can redeem one choice of eight tacos a day for 30 consecutive days. Those choices include the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos, Doritos Locos Tacos Supreme and the new Toasted Breakfast Taco.
The Breakfast Tacos will be available starting Oct. 12 for $1.49. They include scrambled eggs, choice of sausage, bacon or crispy breakfast potatoes, and a layer of shredded cheddar cheese.
“The return of Taco Lover’s Pass exemplifies Taco Bell’s innovative spirit and creativity, leveraging digital experiences to deliver unrivaled value in modern ways” Dane Mathews, Taco Bell’s chief digital officer, said in a statement. “We’re embracing our fan’s passion for this digital pass along with the potential it holds to transform our retail experiences.”
Taco Bell first introduced its Taco Lover’s Pass program nationally in early 2022 after a test in Arizona found it yielded new loyalty members. During the ensuing earnings call, David Gibbs, CEO of parent company Yum Brands, said, “At Taco Bell U.S., we continue to experiment with new and innovative ways to engage with our consumers through LTO programs such as the Taco Lover's Pass which helped fuel growth in loyalty memberships during the quarter and which drove customer frequency.”
During a discussion this week at Nation’s Restaurant News’ CREATE: The Experience event in Palm Springs, Calif., Taco Bell’s chief global brand and strategy officer and incoming CEO Sean Tresvant said the company prioritizes its loyal customers, noting “they’re the ones who got us where we are.”
He also said there will be more focus on different use cases, including breakfast.
“We like to sell to everybody. We have a lot of late-night equities, but we don’t want to only be a late-night brand,” he said. “We believe we’re a brand for all dayparts and we know we have to change the perception a little bit with our core audience that we’re only a late-night brand, so you’ll see some stuff coming to reinforce that.”
Contact Alicia Kelso at [email protected]