Taco Bell has become the latest quick-service restaurant (QSR) to begin offering a subscription plan.
The Taco Lover’s Pass gives customers one taco per day for 30 consecutive days for just $10 per month. The pass is available for purchase to the QSR’s rewards members on the company’s mobile app.
Once members subscribe to the pass, they gain access to a new section within the app where customers can add a taco to their cart and place the order.
The QSR first pilot-tested its subscription program in Tucson, Arizona in September 2021 with a price point in the $5 to $10 range. The pilot program resulted in a 20% boost to the company’s rewards program.
“Tacos are in our DNA, and we’re thrilled to offer our most ordered menu item through the Taco Lover’s Pass,” said Zipporah Allen, chief digital officer at Taco Bell. “It’s a fun way to continue offering unique ways to reward our most loyal fans through our digital access points.”
The launch of the new subscription program comes just a day after Sweetgreen rolled out its pilot subscription plan. The chain’s “Sweetpass” is a $10 a month membership plan, which gives customers a $3 credit on qualifying orders. Just like Taco Bell’s plan, Sweetpass can be used once per day and is valid for 30 days.