Taco Bell launches first-ever Taco subscription service

After buying the pass, a secret category will unlock on the app menu, allowing fans to choose a taco and redeem in-restaurant.
  • Nusra Deputy Features Editor
Taco Bell

QSR chain Taco Bell is doing the most to kick off 2022 with the nationwide debut of the Taco Lover’s Pass, a digital taco subscription service that takes value to the next level and is sure to satisfy any taco craving.

The same will be available on the Taco Bell app.

Taco Lover’s Pass allows fans to redeem one of seven iconic tacos a day for 30 consecutive days at participating U.S. locations, all for the price of $10*.

“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, all while underscoring our commitment to digital innovation and value,” said Zipporah Allen, Chief Digital Officer at Taco Bell.

To unlock the taco goods, users can simply purchase the pass via the app. After buying the pass, a secret category will unlock on the app menu, allowing fans to choose a taco and redeem in-restaurant.

The national launch of the Taco Lover’s Pass follows its successful September 2021 test in Tucson, Arizona, where many fans took advantage of the taco a day for 30 days. Amongst the Taco Lover’s Pass purchasers, 20 percent were new to the Taco Bell Rewards Program, and an additional 20 percent renewed for a second time with the fan favorite Doritos® Locos Tacos Supreme being the most redeemed taco.

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