Taco Bell is launching a taco-a-day subscription program nationwide Thursday to encourage more frequent visitors.

  • “There’s no better way to kick off 2022, especially Taco Bell’s 60th anniversary year, than by inviting our fans to enjoy our most iconic tacos every day for 30 days, all while underscoring our commitment to digital innovation and value,” Zipporah Allen, Taco Bell chief digital officer, said on Thursday, per USA Today.

With the Taco Lover’s Pass, customers can order one taco each day for a month via the Taco Bell app. The tacos range from crunchy taco, soft taco, spicy potato soft taco, Doritos Locos taco or the supreme version of any of those, per CNBC.

  • The pass costs $10, depending on where you live.
  • If you decide to buy the pass, a special section opens up on the app that allows the customers to order and proceed to checkout.
  • Taco Bell is also expanding the rewards program that will let customers redeem points for free food.

Per CNN, the Mexican food chain tested the program in September 2021 in Tucson, Arizona. They experimented with different pricing options ranging from $5 to $10. By the end of the testing, they also found that the Doritos Locos Tacos Supreme was the most redeemed taco.