Leveraging Customer Loyalty

The main story

Earlier this week, Taco Bell announced its “Taco Lover’s Pass” concept, which will run in select stores through November 24th.

Taco Bell has begun testing a new subscription-based taco pass in 17 stores in Arizona.

Dubbed the “Taco Lover’s Pass,” the subscription will allow customers to access one free taco per day for a fee ranging from $5 to $10 per month.

The subscription will be accessed through the Taco Bell app and limited to a select menu of offerings.

Users enrolled in its existing loyalty program already spend 35% more than users who aren’t registered, continuing a digital trend already seen in similar fast-food restaurants

‍

Teachable Moment

Would you add Taco Bell alongside your Netflix and Spotify subscriptions?

Certainly an interesting way to blend a digital solution into a brick-and-mortar business.

This potentially opens up their food to a new generation, but I’d be curious to see the data on how many people are willing to eat tacos daily.

Above all else, this new pass has the opportunity to dramatically increase the touchpoints it has with its customers, ultimately opening the door for additional revenue.

Gimmicky, sure, but combining loyalty and opportunities for more face-to-face interactions with your customers is not a bad way to go.