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01/06/2022

Taco Bell offers mobile subscriptions nationwide

Dan Berthiaume
Senior Editor, Technology
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taco lovers pass
Taco Bell is launching a mobile subscription program.

If you have a smartphone and love eating tacos, Taco Bell is moving a new subscription program tailored for you out of the pilot stage.

Initially tested at 17 Tucson-area stores in fall 2021, the Taco Lover’s Pass is now available across the U.S. on the Taco Bell app. The program  enables customers to redeem one of seven select taco options a day for 30 consecutive days at participating U.S. locations — for the price of $10.

"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, chief digital officer at Taco Bell. "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."

To obtain the taco deals, members of the Taco Bell loyalty program can purchase the pass via the app. After buying the pass, a secret category will unlock on the app menu, allowing customers to choose a taco and redeem in-restaurant. Products on the pass menu include Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Doritos Locos Tacos, Doritos Locos Tacos Supreme, and Spicy Potato Soft Taco.

According to Taco Bell, amongst the Taco Lover's Pass purchasers during the fall 2021 pilot, 20% were new to the Taco Bell rewards program, and an additional 20% renewed for a second time.

Taco Bell has been bolstering its general mobile customer experience in the past year. The company’s "Taco Bell Go Mobile" concept, which debuted in the first quarter of 2021, features two drive-thru lanes, including a new priority pick-up lane with rapid service for customers who have ordered online via the Taco Bell app. During 2021, Taco Bell also provided loyalty program members exclusive mobile access to the digital-only Build Your Own Cravings Box, early access to several special menu items, and Cyber Monday deals.

Taco Bell is breaking ground as a quick-service retailer offering a monthly subscription for a food item. However, the monthly subscription model has been growing in popularity among retailers selling beverage products. During spring and early summer 2021, convenience retailer Circle K nationally rolled out a new monthly beverage subscription program, “Sip & Save.” Customers could choose any one of Circle K’s fountain beverages – including iced tea, iced or hot coffee, Polar Pop and Froster – in any size cup, each day for $5.99 a month.

Spring 2021 also saw omnichannel coffee retailer Peet’s Coffee introduce what it calls a Carbon Neutral Series coffee subscription. Peet’s is partnering with global sustainability nonprofit Enveritas to offer a curated subscription service that sponsors the planting of three carbon dioxide-absorbing mangrove trees in Myanmar's ecoregion of Southeast Asia for every two pounds of coffee delivered—or 36 trees for a year's subscription.