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Taco Bell's iconic Coin Drop game back with digital twist

Provided

July 12, 2023

Taco Bell is relaunching its Coin Drop game but with some modernization — the fundraising game will be available via the brand's mobile app, according to a press release.

The fundraiser will run through Aug. 14. A digital "coin" will appear when customers opt to round up their total to the nearest dollar while ordering on the app, or they can visit ta.co/coindropamoe to request a coin without making a purchase. Players have a chance to win one of three classic menu items for free, while the rounded up money goes directly to the Taco Bell Foundation, which supports scholarships, grants and educational experiences.

Taco Bell partnered with CataBoom to develop the game for its app. The game is inspired by the countertop Coin Drop game of the 2000s. The game brought in more than $41 million from 2003 to 2016.

"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 the press release. "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."

Prizes include the customer's choice of Cinnamon Twists, a Crunchy Taco or a Bean Burrito — the same reward choices as the original Coin Drop game.

Taco Bell has already raised more than $20 million in Round Up donations alone in 2023.

"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 the press release. "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."