Taco Bell's taco subscription is rolling out nationwide — here's how to get it

Taco Bell's taco subscription is rolling out nationwide — here's how to get it
Taco Bell is rolling out a nationwide taco subscription.Taco Bell
  • Taco Bell is rolling out a nationwide taco subscription.
  • The chain first tested the Taco Lover's pass in the fall of 2021.

Taco Bell's taco subscription pass launches Thursday across the US.

Anyone in the US can buy a Taco Lover's pass for $10, which can be redeemed for one taco per day for 30 days. The pass is good for any of the chain's seven types of tacos: Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos, and the Doritos Locos Tacos Supreme.

Taco Lover's passes are only accessible through the chain's app, Taco Bell says.

Taco Bell previously tested out the subscription in Tucson, Arizona between September and November 2021. The chain didn't release specifics but said that "many" customers took advantage of the deal, and the Doritos Locos Tacos Supreme was the most popular taco. Just under a quarter of testers, 20%, renewed the subscription for an additional month, Taco Bell said.

"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," Chief Digital Officer Zipporah Allen said in a press release.


Other chains have tested out subscriptions as a way to keep regular customers coming in and spending money in what some experts have dubbed the "subscription economy." Restaurants are following the success of subscription models from Netflix and Amazon in the subscription sales industry, which is projected to hit $263 billion by 2025 according to Juniper Research.

Panera launched a daily coffee subscription for $9 per month in 2020, followed by Pret A Manger's similar program in the UK, which offered up to five drinks per day for $26.60 a month. Both companies call the programs a success for bringing in new customers and keeping them coming back. Most recently, salad chain Sweetgreen launched its own "Sweetpass," offering a discount on daily orders for a $10 initial fee.

For restaurants, subscriptions go hand-in-hand with investment in apps and customer loyalty programs. The Taco Lover's Pass is available exclusively through Taco Bell's app, which also has special discounts and promotions on limited-time menu items.

Rewards programs seem to be more important than ever as they incentivize return visits and give companies valuable customer data, and the Taco Lover's Pass is just one more way companies can convince customers to download the app.

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