Taco Bell’s $10 Daily Taco Pass

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Do you like tacos? Do you LOVE tacos? Taco Bell launched its new “Taco Lover” subscription on Jan. 6, where consumers can get one taco every day for 30 consecutive days. The service is available to all for a $10 monthly fee. 

A large variety of tacos are included in this subscription, such as soft, crunchy, spicy potato, and the Doritos Locos Tacos. And, after one subscribes to the Taco Bell app, a secret menu is unlocked where subscribers can add a daily taco to their cart.

“There’s no better way to kick off 2022, especially Taco Bell’s 60th anniversary year, than by inviting our fans to enjoy our most iconic tacos every day for 30 days,” said Zipporah Allen, Chief Digital Officer at Taco Bell. “Tacos are in our DNA, and we’re thrilled to offer our most ordered menu item through the Taco Lover’s Pass. It’s a fun way to continue offering unique ways to reward our most loyal fans through our digital access points.”

However, it is worth asking whether one taco per day is worth $10 every month. 

“When I go to Taco Bell, I usually order 3-4 tacos at a time,” said sophomore Nick Oliff. “I love tacos. I think this program is absolutely worth the $10 because it is the best deal in the world.”

Nick is a taco-lover, for whom this subscription program was launched. On the other hand, the quality of the tacos is a point of concern for some individuals.

Tacos are in our DNA, and we’re thrilled to offer our most ordered menu item through the Taco Lover’s Pass. It’s a fun way to continue offering unique ways to reward our most loyal fans through our digital access points.”

— Zipporah Allen

“I don’t go to Taco Bell because most of the tacos they make are often stale, processed and tasteless, and lack the nutrients as opposed to homemade tacos, which may contain fresh ingredients,” said senior Evan Harris.  

Taco Bell tested this service in Tucson, Arizona in September 2021. The fast food chain experimented with prices between $5 to $10, and as a result, its rewards program grew 20%. The most popular taco from this trial was the Doritos Locos Tacos Supreme. 

Overall, the Taco Lover’s Pass is a new step in business for restaurant chains worldwide. As more and more commerce is done online, restaurant corporations have found new ways to adapt their sales. Though subscription services are often associated with streaming services, Taco Bell may be leading other restaurants in a new, profitable direction.