Taco Bell’s Taco Lover’s Pass Is Now a Permanent Service

I haven’t checked the exact math on this, so I might be off by a dollar or two. But I believe if you buy 20 dollars worth of Taco Bell you get enough food to feed roughly 37 people. Maybe 38. Because one of the best things about the fast-food chain is how far a dollar goes there. But now the chain has decided to really amp up its value. Taco Bell is making it new digital subscription service, the Taco Lover’s Pass, permanent. So for just $10 you’ll be able to enjoy a taco for 30 straight days every month for as long as you’re hungry.

A hand holding a taco in a promo for Taco Bell's new Taco Lovers Pass
Taco Bell

Since first being announced in early January, the Taco Lover’s Pass has let subscribers pick one of seven tacos each day for a month. For 30 consecutive days enrollees have been able to grab a taco at participating U.S. locations. The options include the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos, and Doritos Locos Tacos Supreme. All for what amounts to 30 cents a taco. Now the trial run is over. And it was a big enough success that the program is here to stay (news we first heard at Comicbook.com).Taco Bell says members visited locations three times as often as non-subscribers. And 16% of enrollees signed up for another month.

That’ll do it. If you want to get in on this tasty, affordable deal you have purchase the pass via the chain’s app. Once you do “a secret category” will unlock on the menu. From there pick your taco. Then you pick it up at your nearby Taco Bell.

The program originally began with much smaller, successful test run that launched in Tucson, Arizona in September 2021. Taco Bell says 20 percent of enrollees of that trial were new to the Taco Bell Rewards Program. And an additional 20 percent renewed for a second time.

Not that we’re surprised by any of this. Tacos are great. And affordable tacos taste extra good.

Originally published January 6, 2022

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