Nowadays, subscription models are all the rage. Instead of purchasing items individually, you pay a fixed monthly fee and enjoy unlimited access to various products and services. It’s a remarkably adaptable concept. From streaming services to clothing and shaving subscriptions, the trend now extends to… taco subscriptions? Well, it’s certainly not the most unusual subscription model to date.
In a move to explore this trend, Taco Bell is currently testing a new initiative in Tucson, Arizona known as the “Taco Lover’s Pass.” For a monthly fee ranging from $5 to $10, depending on your location, customers can receive one free taco from Taco Bell every day for 30 days. This offer includes a variety of taco options such as crunchy tacos, soft tacos, potato tacos, and even Doritos tacos. Subscribers to the program gain access to a special feature in the Taco Bell mobile app, enabling them to add their complimentary taco to their order each day.
Taco Bell tests 30-day taco subscription to drive more frequent visits Source
— CNBC (@CNBC) September 13, 2021
While Taco Bell is not the first fast-food chain to venture into subscription services, with Burger King and Panera Bread having notable coffee-centric programs in the past, their focus on offering free tacos at a nominal fee aims to attract customers and integrate them into the brand’s loyalty program. Yum Brands, the parent company of Taco Bell, notes that loyalty program participants tend to spend up to 35% more at their establishments on a regular basis. Furthermore, the subscription service provides valuable insights into consumer ordering patterns and spending behaviors, empowering the chain to better customize their offerings and loyalty schemes.
The Taco Lover’s Pass is currently exclusive to the Taco Bell app in Tucson until the end of November. There is no confirmation yet on whether Taco Bell plans to extend the program to other locations.
