Steal This Idea: Entice Customers With Subscription Program

Taco Bell deal offers a taco a day for 30 straight days for $10
Taco Bell Taco Lover's Pass
Photograph courtesy of Taco Bell

CHICAGO Taco Bell kicked off the new year going nationwide with its Taco Lover’s Pass, which is designed to attract new members to its loyalty program.

The $10 pass, available on the mobile app and tested in Tucson, Ariz., in September, offers customers one taco each day for 30 consecutive days.

After customers buy the pass on the app, a secret category unlocks that lets them redeem in the restaurant one of seven tacos: the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos and the Doritos Locos Tacos Supreme.

Twenty percent of pass buyers in Tucson were new to Taco Bell’s rewards program, and 20% renewed the pass a second time, the company said. Loyalty programs bring about increased spending from devoted customers and provide companies details on customer habits.  

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