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Taco Bell rolls out 'Lover's Pass' subscription service across US

Taco Bell (YUM) is making its "Taco Lover’s Pass" subscription service available around the country.

The California-based restaurant chain's Netflix-like, 30-day subscription service will be available exclusively on the Taco Bell app across the United States, expanding on a 2021 pilot program in Tucson, Arizona. Taco Bell is the latest food chain to steal a page from streaming with a subscription model, part of a bid to cultivate customer loyalty and more foot traffic in the pandemic era.

For $10, U.S. customers can buy the pass on the app to access the 30-day subscription. Once purchased, customers will unlock a "secret category" on the app where they will be able to choose one of seven tacos per day, and redeem it at a restaurant location.

The offer includes the following taco options: Crunchy, Crunchy Supreme, Soft, Soft Supreme, Spicy Potato Soft, Doritos Locos, and the Doritos Locos Supreme.


Zipporah Allen, Taco Bell's chief digital officer, says this pass underscores the taco giant's "commitment to digital innovation and value."

Saying that “tacos are in our DNA," Allen added that the pass is "a fun way to continue offering unique ways to reward our most loyal fans through our digital access points.”

(Courtesy: Taco Bell)
(Courtesy: Taco Bell)

During the test period in Tucson, the company found that 20% of Pass purchasers were new to the Taco Bell Rewards Program; meanwhile, an additional 20% renewed it for a second time. And the most popular taco purchased by taco lovers was the the Doritos Locos Supreme.

Taco Bell is one of many fast food giants, like McDonald's and Starbucks, looking to capitalize on digitalization to connect with its customers, and gain loyalty with special online-only offerings and deals.

Shares of Taco Bell's parent company are up 28 percent compared to a year ago.

Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at

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