IRVINE, Calif.—Taco Bell announced the limited-time return of its digital taco subscription Taco Lover's Pass. Today, on National Taco Day, Taco Bell is allowing its rewards members to sign up for the pass, which allows users to redeem a taco a day for 30 consecutive days. The pass costs $10 and is available only through the Taco Bell app today only.

Through the pass, customers can redeem any one of the seven tacos, including the Crunchy Taco, Crunchy Taco Supreme, Soft Taco, Soft Taco Supreme, Spicy Potato Soft Taco, Doritos Locos Tacos and the Doritos Locos Tacos Supreme. To unlock their daily taco after buying the pass, a hidden category will unlock on the app menu, rewards members to choose a taco and redeem in-restaurant for 30 days.

"We're always looking at offers and innovations that are unique to our brand but most importantly, unrivaled value for our Taco Bell fandom," said Sean Tresvant, global chief brand officer. "As National Taco Day is one of our biggest holidays, it only felt right to bring back our biggest digital innovation of the year, the Taco Lover's Pass, to turn a one-day celebration of tacos into a month-long celebration for our fans."

International fans can also celebrate the taco holiday by participating in Taco T@g—the world's biggest game of tag on social media, according to Taco Bell. A video celebrating National Taco Day will be posted on Taco Bell's various international social accounts with the call to action to tag a friend. Whoever gets tagged will get a head's up on a Taco Bell taco deal, prompting the game of tag to continue on the video post.

This is the first time the Taco Lover's Pass has returned since its national launch in January of this year. The national launch followed 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.

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