Taco Bell Testing Monthly Taco Subscription Service

New ‘Taco Lover’s Pass’ is being tested in Arizona

Credit: QSR


To further engage core customers, Taco Bell is testing a subscription-based Taco Lover’s Pass that gives users access to one taco each day for 30 days.

The offer—which extends until November 24—is available exclusively through the Taco Bell app at more than a dozen stores throughout Arizona. Prices vary from $5 to $10 depending on the customer’s location. With the Taco Lover’s Pass, customers can choose from seven options, including Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Doritos Locos Tacos, Doritos Locos Tacos Supreme, and Spicy Potato Soft Taco.

Gaining much traction as of late, the subscription model has been used to provide differentiating value and to build a strong base of digital customers. Sean Keith, director of new business development at SaaS technology company Eagle Eye, wrote last year that subscription programs are a new way for restaurants to provide a revenue stream that is independent of on-premise sales, incentivize customers to patronize different dayparts and return to locations in urban areas, universally boost customer perception of value, and leverage engagement for better promotions, marketing, and loyalty.

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