Marketing
Taco Bell rolls out subscription service nationwide
January 6, 2022
Taco Bell has launched its Taco Lover's Pass nationwide after an initial trial last September. Fans can redeem one of seven tacos a day for 30 consecutive days at participating U.S. locations, all for the price of $10, according to a press release.
"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," Zipporah Allen, chief digital officer at Taco Bell, said in the 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."
The pass must be purchased through the Taco Bell app. After buying the pass, a secret category will unlock on the app menu, allowing fans to choose a taco and redeem in-restaurant. Tacos include the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos and the Doritos Locos Tacos Supreme.
The national launch of the Taco Lover's Pass follows its successful Sept. 2021 test in Tucson, Arizona, where many fans took advantage of the taco a day for 30 days. Amongst the Taco Lover's Pass purchasers, 20% were new to the Taco Bell Rewards Program, and an additional 20% renewed for a second time, with the fan favorite Doritos Locos Tacos Supreme being the most redeemed taco.
