Taco Bell tests 30-day taco subscription to drive more frequent visits


         Taco Bell is testing a 30-day pass for a free taco a day in Tucson, Arizona restaurants.

         Customers can redeem their Taco Loverís Pass until Nov. 24 at participating locations.

         Burger King and Panera Bread have created similar programs in the past for coffee to drive more frequent visits.


Amelia Lucas, CNBC

Sep 13 2021†††


The newest subscription service isnít to stream TV shows or movies. Itís for Taco Bellís tacos.


Customers with the Taco Loverís Pass can order one crunchy taco, soft taco, spicy potato soft taco or Doritos Locos taco per day for 30 days straight on the chainís app. The cost of the pass ranges from $5 to $10 a month, depending on the location. The Yum Brands chain is testing the program across 17 locations in Tucson, Arizona from Sept. 9 to Nov. 24.


Other restaurant chains have also launched similar subscription programs, with mixed success. Restaurant Brand Internationalís Burger King launched a coffee subscription for $5 a month in 2019 to help promote its breakfast menu but discontinued it several months later. Panera Bread, which is privately owned, launched its own version in 2020 that offered unlimited coffee and tea for $8.99 a month and the first three months free. Less than a year later, the program had nearly half a million paying subscribers.


Like Burger King and Panera, Taco Bell is likely hoping to drive regular visits to its restaurants from customers, building habits during the 30-day period...


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