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Taco Bell Launches Nationwide Taco Subscription Program to Increase Traffic

Taco Bell is located on Queens Street on July 21, 2021 in New York.

Spencer Platt | Getty Images

Taco Bell is launching a daily taco subscription program across the country on Thursday to boost visits.

Customers with a Taco Lover’s Pass can order one taco – Crispy Tacos, Soft Tacos, Soft Spicy Potato Tacos, Doritos Locos Tacos, or the best version of any of them – every day for 30 days, right on the web app.

The ticket costs about $ 10 a month, depending on the location.

In the last quarter, Yum Brands reported 5% growth in same-store sales in the US, which fell short of Wall Street’s high expectations. Taco Bell usually ranks first in Yum’s portfolio.

The chain has struggled to restore sales of nightlife and breakfasts during the coronavirus pandemic, but it resumed breakfasts in August. The subscription program is likely to encourage more frequent customer visits, who may want to order additional items with their tacos by subscription.

Taco Bell tested the subscription program in Tucson, Arizona in September with some success. According to Taco Bell, 20% of subscription customers were new to the network’s rewards program. Another 20% of consumers renewed their subscription for the second time.

Other restaurant chains have launched similar subscription programs with varying success.

Burger King of Brand International launched a $ 5 a month coffee subscription program in 2019 to help promote its breakfast menu, but dropped it after a few months.

Privately owned Panera Bread launched its own version in 2020 that offered unlimited coffee and tea for $ 8.99 a month with three free months. In less than a year, the program had nearly half a million paying subscribers.


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