Every Tuesday, Taco Bell (YUM) wants to make it Taco Tuesday.
In a 17-location experiment in Arizona, the restaurant company is exploring a Netflix-like 30-day subscription service for hardcore devotees. The plan, dubbed the “Taco Lover’s Pass,” will be available solely through the company’s app.
For the time being, the Arizona pilot will be extended through November 24th. Users in those location can purchase the pass by adding it to their basket and proceeding to the payment checkout as usual. Customers will be able to access a hidden menu after purchasing it.
Customers can redeem one taco every day for 30 days with the pass, which costs between $5 and $10 depending on the user’s region.
According to Taco Bell, the secret menu allows consumers to select from a selection of tacos that have a variety of special features such as crunchy, spicy potato shells and Doritos-flavored shells.
The move comes as Taco Bell wants to move forward and interact with customers even more, while delivery services like UberEats, Seamless, and GrubHub are following in the footsteps of streaming services by offering monthly subscriptions. Power users can save money on fees, and chains reward regular customers with discounts and exclusive menu items.
Separately, the California-based company recently unveiled “Taco Bell Defy,” a futuristic restaurant design that will focus on trends exacerbated by the COVID-19 epidemic, such as digital ordering and delivery. Rapper Lil Nas X (a former Taco Bell employee) has also been appointed to the restaurant chain’s C-Suite as its chief impact officer.
YUM Brands, the parent firm of Taco Bell, is up more than 18% year to date.
Source: Yahoo News