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Taco Bell’s long-awaited taco subscription is rolling out nationally on Thursday.

Taco Bell takes taco subscription program national

Tested in Arizona last year, the Taco Lover’s Pass attracted new loyalty members

Taco Bell’s long-awaited taco subscription is rolling out nationally on Thursday.

Following a successful test in Arizona last year, the Irvine, Calif.-based chain said the Taco Lover’s Pass, a digital subscription service that will allow fans to enjoy a daily taco for 30 consecutive days for about $10 (prices may vary by location), will be available at participating locations across the country.

Using the Pass, which is available exclusively on Taco Bell’s app, guests can redeem one of seven of the chain’s most iconic tacos, such as the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos and Doritos Locos Supreme. The tacos must be redeemed in restaurants, not for delivery.

“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, Taco Bell’s chief digital officer, in a statement. “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.”

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Taco Bell tested the program in Tucson, Ariz., last year. Among purchasers, about 20% were new to the chain’s rewards program, and another 20% renewed for a second time.

The most redeemed taco: Doritos Locos Tacos Supreme.

Subscription programs are gaining steam this year. Sweetgreen this week launched the pilot of its new Sweetpass, available through Feb. 15. Fans can buy a Sweetpass for $10 through Jan. 16 to get a credit of $3 on purchases of $9.95 or more using the chain’s app or website for delivery or pickup for 30 days. The pass is not available for orders placed on third-party delivery platforms.

Other brands to explore subscriptions include Panera Bread and Pret a Manger.

Contact Lisa Jennings at [email protected]

Follow her on Twitter: @livetodineout

TAGS: Marketing
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