Starting Thursday, January 6, it will be possible for Taco Bell fans to hit their nearest drive-thru and head out with a taco of their choice without any money changing hands.
The chain is introducing the Taco Lover’s Pass, and, like most subscription services, it allows consumers to pay a fixed monthly fee in exchange for a steady supply of goods—in this case, tacos. For $10 a month, Taco Bell visitors can obtain one taco daily, from a regular hard or soft taco to a Taco Supreme to a Doritos Locos Taco to a Spicy Potato Taco. (The more portion-generous Chalupas and Gorditas appear to be exempt.)
Assuming one ordered a soft or crunchy taco ($1.49) daily, the Taco Lover’s Pass would pay for itself in about a week.
Naturally, Taco Bell expects repeat customers to order far more than a single taco, with the pass being a way to possibly lure them from a hamburger combo at another chain. The offer was test-marketed in Arizona in fall 2021 and is now being rolled out nationally. In the trial phase, the company said that the Doritos Locos Tacos Supreme was the most-redeemed menu item.
To sign up for the Taco Lover’s Pass, consumers have to be a member of the company’s rewards program and have their app downloaded. Orders placed via the app will have a section where the subscription tacos can be redeemed.