For $ 10 per month, Taco Bell customers can get one taco per day for 30 consecutive days. The national program, called Taco Lover’s Pass, is available for purchase starting Thursday for members of its rewards program who have downloaded the Taco Bell app.
A variety of tacos are included with the subscription, including a chewy taco, a chewy spicy potato taco, crispy tacos and its Doritos tacos. Once a customer subscribes to it, a special section of the app is unlocked and customers can add a taco to their cart during the checkout process.
Taco Bell tested the program in September 2021 in Tucson, Arizona. The chain experimented with a price between $ 5 and $ 10 and said in a statement that it had increased its rewards program by 20%. The Doritos Locos Tacos Supreme was the most redeemed taco.
Subscription services are more common for streaming, but restaurants have experimented with them as well. This week, Sweetgreen announced a $ 10 rebate program which allows customers to get $ 3 per order for one month. Panera offers a monthly $ 8.99 program that allows customers to get a free cup of hot or iced coffee every day.
Taco Bell likely hopes the lawsuit turns casual customers into regular customers and increase registrations in its loyalty program. The idea is to entice people with a free taco and hope they add more to their order and increase the amount they spend at the restaurant. It also gives restaurant owners information on ordering habits that helps target diners with personalized offers.
Yum Brands, owner of the taco chain, said last year it aims to increase digital sales with more exclusives. Users of the app enrolled in its loyalty program are spending 35% more than before signing up, he said.
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