Marketing Currents - Business and Marketing Current Events

Taco Bell wants to sell you a 30-day taco subscription


Taco Bell is testing a tasty monthly subscription service.

In about 20 participating restaurants across Tucson, Arizona, customers can pay between $5 to $10 per month for a Taco Lover’s Pass, which gives subscribers one taco a day for 30 days. The app-based program is currently active until November 24.

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Discussion Questions:

  1. According to this story, what might Taco Bell be hoping to accomplish by launching a subscription service?
  2. How might this program help Taco Bell to better understand its customer’s behavior?
  3. How might Taco Bell benefit from that data?
  4. What is brand loyalty?
  5. How might this program help to Taco Bell to elevate brand loyalty?
  6. Why do you think they are using the brand’s app to introduce the service?
  7. Why do you think Taco Bell is testing the service before officially launching throughout the country?
  8. What market are they testing the new service in for now?
  9. Why do you think they chose that market?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.