How much would you pay for tacos on demand?

Subscription models are the big thing these days; instead of buying all your stuff individually, just pay a flat monthly fee and get as much stuff as you want whenever you want. It’s a surprisingly flexible framework. There are streaming subscriptions, clothing subscriptions, shaving subscriptions, and… taco subscriptions? Well, sure, it’s hardly the strangest subscription I’ve ever heard of.

Taco Bell has begun testing a new program over in Tucson, Arizona tentatively titled the “Taco Lover’s Pass.” For $5 to $10 a month, depending on your location, you can order one free taco at Taco Bell every day for 30 days. That includes the regular crunchy tacos, soft tacos, potato tacos, and of course, the Doritos tacos. When someone subscribes to the program, they get a special function in their Taco Bell mobile app that allows them to add their free daily taco to their cart when ordering food.

Taco Bell tests 30-day taco subscription to drive more frequent visits https://t.co/Z0pTagEcdH

— CNBC (@CNBC) September 13, 2021

Taco Bell isn’t the first food chain to attempt something like this, with notable past standouts including Burger King and Panera Bread, though both of those programs were specifically for coffee and nothing else. Taco Bell is shooting to get customers interested with a small introductory price and free tacos, then get them enrolled in their loyalty program. According to Taco Bell’s parent company, Yum Brands, people enrolled in the loyalty program have been shown to spend up to 35% more at their locations on a regular basis. The subscription program has an additional benefit of offering some insight into consumer ordering and spending habits, which can help the chain to tailor their offerings and programs more meticulously.

The Taco Lover’s Pass will be available through the Taco Bell app in Tucson territories until the end of November. No word yet if Taco Bell will expand the program to other locations.