Taco Bell Launches $10-a-Month Taco Subscription Program Nationwide

After testing the service in the fall, Taco Bell announced it’s expanding a new taco subscription program nationwide.

Available on Thursday, customers willing to eat a taco a day could get up to 30 tacos for $10 under Taco Bell’s new “Taco Lover’s Pass.”

The available choice is the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos, and the Doritos Locos Tacos Supreme.

Customers can purchase a subscription through the Taco Bell app. After buying the pass, a “secret category” will unlock on the app’s menu, giving users the ability to redeem their taco.

“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,” Zipporah Allen, chief digital officer, said in a statement. “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.”

Taco Bell piloted the Taco Lover’s Pass from mid-September to November 24 at more than a dozen restaurants in Arizona. The fast-food giant called the test “successful” and noted that among the subscription service purchases, 20 percent were new to the rewards program and another 20 percent renewed the program after 30 days. The most-redeemed taco was the Doritos Locos Tacos Supreme.

Subscription programs have become more popular in recent years, with chains like Burger King and Panera Bread trying coffee subscription programs while B.J.’s Restaurant debuted a beer club. Such programs provide companies with a revenue stream while encouraging customers to come into the restaurants more frequently.

A host of other healthy brands launched subscriptions plans, too. In early 2021, Coolgreens launched a weekly service that allows customers to order four salads or wraps for delivery or shipping for $40, while Clean Juice rolled out a juice cleanse club featuring exclusive educational content and specific cleansing programs.