IRVINE, Calif.—Taco Bell has debuted the Taco Lover’s Pass, a digital taco subscription service, according to a news release. Available only on the Taco Bell app, the Taco Lover’s Pass allows users to redeem one of seven tacos a day for 30 consecutive days at participating U.S. locations for $10.

After buying the pass via the app, a secret category will unlock on the app menu, allowing fans to choose a taco and redeem in-restaurant. Users can redeem a crunchy taco, soft taco, spicy potato soft taco, Doritos Locos taco or the supreme version of any of those.

The national launch of the Taco Lover’s Pass follows a successful September 2021 test in Tucson, Arizona. Data from the test showed that among the Taco Lover’s Pass purchasers, 20% were new to the Taco Bell Rewards Program, and an additional 20% renewed for a second time. Doritos® Locos Tacos Supreme was the most redeemed taco.

NACS Daily reported that loyalty programs boost visits and spend for retailers. A report by Paytronix Systems Inc. found that most Paytronix loyalty programs consistently boost visits and spend by 18-30% for each program member.

Salad chain Sweetgreen just announced it’s rolling out a pilot salad subscription program called Sweetpass that allows subscription members to receive $3 off their purchase of $9.95 or more each day for $10 a month.

Panera Bread’s loyalty program is subscription based and focused on unlimited coffee and hot tea for $8.99 a month plus exclusive rewards for subscribers, but many subscribers don’t leave the restaurant with just a cup of coffee because Panera is focused on the cross-sell and the upsell. It’s also a simple and transparent loyalty model.

NACS Magazine dove into loyalty programs and how they can provide convenience retailers with ritical consumer insights and a competitive edge in “Just Rewards.”