US | Taco Bell Tests Subscription Programme

Earlier this week, Taco Bell announced that they are testing a limited, in-app-only taco subscription programme. Customers of select stores in the Tucson region that sign up between now and the end of November can get one free taco per day for 30 days.

Customers can purchase their subscription on the Taco Bell app from the Online Exclusives section for between US$5-$10 per person, depending on the location. From there, they will gain access to a 'secret menu' of tacos on the app from which they can choose one per day.

Taco Bell said the offering shows the brands commitment to digital innovation.

Taco Bell is not the only restaurant chain to test the waters of digital subscriptions. Pre-pandemic, Panera Bread announced a coffee subscription programme, and On the Border trialled a queso subscription.