American fast-food restaurant chain Taco Bell is launching a subscription service for all its loyal customers. The company announced Thursday that for just $10 per month, customers would be able to get one taco every day for 30 consecutive days.
Taco Bell said the subscription services would be available to all customers across the U.S. The national program, called Taco Lover's Pass, can be purchased starting Thursday by members of its current rewards program. The company said it had recently increased subscribers for its rewards program by more than 20%. Interested subscribers are also required to download the Taco Bell app.
Subscribers will be able to select from a variety of tacos for the subscriptions. This includes its spicy soft taco, soft taco, crunchy tacos, and its special Doritos tacos. Once a customer is subscribed, a new selection will become available on the app. Customers can then add any of the included tacos in the promotion to their shopping cart during the checkout process.
Taco Bell said it had already conducted tests of its delicious subscription program in Tucson, Arizona, back in September of last year. The company said it experimented with a price range of between $5 and $10 for the subscription program. Taco Bell said subscribers ordered its Doritos Locos Tacos Supreme the most during its tests.
While subscription programs are more common with streaming platforms, restaurants have begun to experiment with the sales model to increase their customer base. Earlier in the week, fast-casual restaurant chain Sweetgreen launched its own $10 discount program, which grants customers a $3 discount for each order for an entire month. Fast-casual bakery café Panera Bread currently has an $8.99 monthly program that gets customers a free hot or iced coffee every day.
Like other restaurants, Taco Bell is betting on its subscription services to turn casual customers into regulars. It is also likely hoping to significantly increase its subscriptions to its current rewards program.
Through the subscription service, Taco Bell is hoping that customers will also add more items to their orders and increase their overall spending at their restaurants. By requiring subscribers to download the app, Taco Bell can also gather customer information, which it can use to assess customer ordering habits and provide targeted deals.
The promotion is likely part of the digitalization strategy announced by Yum Brands - the owner of Taco Bell. The company previously said it plans to focus on growing its digital sales by launching app-only and online promotions.
