The newest subscription service isn’t to stream TV shows or movies. It’s for Taco Bell’s tacos.
Customers with the Taco Lover’s Pass can order one crunchy taco, soft taco, spicy potato soft taco or Doritos Locos taco per day for 30 days straight on the chain’s app. The cost of the pass ranges from $5 to $10 a month, depending on the location. The Yum Brands chain is testing the program across 17 locations in Tucson, Arizona from Sept. 9 to Nov. 24.
Other restaurant chains have also launched similar subscription programs, with mixed success. Restaurant Brand International’s Burger King launched a coffee subscription for $5 a month in 2019 to help promote its breakfast menu but discontinued it several months later. Panera Bread, which is privately owned, launched its own version in 2020 that offered unlimited coffee and tea for $8.99 a month and the first three months free. Less than a year later, the program had nearly half a million paying subscribers.