Increasingly, major restaurant brands are leveraging subscription commerce to attract and retain digital consumers. On Thursday, January 6, leading Mexican-inspired quick-service restaurant (QSR) chain Taco Bell announced that after testing the program in September in Tucson, Ariz., The brand was launching its daily taco subscription “Taco Lover’s Pass. ” in all the countries.
“There’s no better way to kick off 2022… in a report. “We are delighted to offer our most ordered menu item through the Taco Lover’s Pass. It’s a fun way to continue to offer unique ways to reward our most loyal fans through our digital hotspots.
With the program, for $ 10, consumers can receive one of seven different types of tacos each day for 30 days. Exclusively available through the app, the program encourages fans to digitally engage with the brand.
Previously, in an interview with PYMNTS, Allen said the channel was “delighted with the positive reception” with which the pilot of the program in Arizona had been greeted, adding that the priority for today’s digital consumers was ” convenience and reliability “.
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The news comes as more restaurant brands make inroads into the subscription space. Panera Bread continues to invest in promotions to drive uptake of its coffee subscription, while on Monday, January 3, sweetgreen announced a pilot of its “sweetpass” daily credit subscription program.
See also: Sweetgreen Launches ‘Sweetpass’ as Restaurants Leverage Memberships to Build Loyalty
Meanwhile, other brands have had a harder time getting the model to work. UK-based sandwich and cafe chain Pret a Manger has drawn criticism after failing to provide members of its cafe subscription program with menu items allegedly covered by the program. Additionally, Olive Garden executives revealed in late December that the chain may not be bringing back its Never Ending Pasta Pass subscription program, which ran for limited periods in 2018 and 2019.
More details: UK Sandwich Chain’s subscription offer fails and draws anger
What insiders say
“There isn’t a company we talk to today that doesn’t think in one way or another of offering a recurring model for products that hadn’t traditionally been purchased that way,”Trace Galloway, director of strategy at Vindicia, told PYMNTS in an interview. “A good concept of loyalty or membership or club will build brand affinity and loyalty in a way that in the long run will serve these businesses very well.”
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Still, it remains to be seen whether enough consumers are interested in having Taco Bell tacos often enough to make the subscription worth it, and whether the seven tacos the subscription offers offer enough variety to keep people coming back. .
“At the end of the day, consumers vote with their feet, and they’ll stay or go based on what they perceive to be value.” Brian Bogosian,President and CEO ofsticky.io, said PYMNTS. “I think the [subscription merchants] they stick with are the ones that offer the value, the flexibility, and the connection to what they’re really looking for.
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