Taco Bell Tests Subscription Service

The latest 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 location. Other restaurant chains have also launched similar subscription programs, with mixed success. 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 launched its version in 2020 that offered unlimited coffee and tea for $8.99 a month, with the first three months free. Less than a year later, the program has nearly half a million paying subscribers. Taco Bell is hoping to drive regular visits to its restaurants, but since one taco isn’t filling enough for most consumers, it’s likely they’ll have to add more to their orders.