Taco Bell’s New Subscription Service Could Get You a Free Daily Taco | Eater

"At 20 restaurants across Arizona the chain is piloting a paid subscription called the Taco Lovers Pass — a $5 to $10 add-on that unlocks a secret app menu offering one free daily taco, with options including the Doritos Locos Taco, the Spicy Potato Soft Taco, and the Crunchy Taco Supreme. With those tacos usually priced between $1.49 and $2.89, subscribers can quickly get their money’s worth, and the pass is intended to convert casual customers into habitual visitors while supplementing the brand’s existing loyalty program. The initiative follows a broader pandemic-era trend of restaurants launching loyalty and subscription offerings to guarantee revenue and retain customers; for chains, a major benefit is collecting rich customer data that can be used for targeted marketing, site selection, and menu development." - Jaya Saxena