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Taco Bell launches taco-a-day subscription program nationwide to drive visits

A Taco Bell restaurant stands alongside a Queens avenue on July 21, 2021 in New York Metropolis.

Spencer Platt | Getty Photographs

Taco Bell is launching a taco-a-day subscription program nationwide Thursday to drive extra frequent visits.

Clients with the Taco Lover’s Go can order one taco — a crunchy taco, mushy taco, spicy potato mushy taco, Doritos Locos taco or the supreme model of any of these — every day for 30 days straight on the chain’s app.

The move prices round $10 a month, relying on the placement.

In its newest quarter, the Yum Brands chain reported U.S. same-store gross sales development of 5%, falling in need of Wall Avenue’s excessive expectations. Taco Bell is usually the highest performer in Yum’s portfolio.

The chain has struggled to recuperate late-night and breakfast gross sales all through the coronavirus pandemic, however it relaunched breakfast in August. The subscription program will seemingly encourage extra frequent visits from prospects, who would possibly select to order extra objects with their subscription taco.

Taco Bell tested the subscription program in Tucson, Arizona, in September and noticed measured success. In line with Taco Bell, 20% of shoppers who bought the move had been new to the chain’s rewards program. One other 20% of customers renewed their move for a second time.

Different restaurant chains have launched related subscription packages, with combined success.

Restaurant Brand International’s Burger King launched a espresso subscription program in 2019 for $5 a month to assist promote its breakfast menu however discontinued it a number of months later.

Panera Bread, which is privately owned, launched its own version in 2020 that supplied limitless espresso and tea for $8.99 a month, with three free months baked in. Lower than a yr later, this system had practically half one million paying subscribers.

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