Taco Bell, which recently overhauled its loyalty program, is adding an e-gifting option on the chain’s app and website.
Starting on National Taco Day, Oct. 4, Taco Bell fans can buy and send a gift-wrapped crunchy taco to friends and family through the brand’s digital channels. With the Oct. 4 launch of Taco Gifter, Taco Bell plans to give away a free taco to 10,000 people.
Nikki Lawson, Taco Bell’s new chief global brand officer, said the new feature allows fans to send friends and family a special gift to celebrate milestone moments.
“As we continue to innovate and identify new ways to deliver engaging brand experiences with consumers, our focus on our digital infrastructure has allowed us to surprise and delight fans with unexpected offerings,” Lawson said in a statement. “We’re excited to keep exceeding expectations.”
To send a taco starting Oct. 4, fans can look for the new feature on the Taco Bell app or go to tacobell.com/gifter.
How it works: The buyer sends a $2 eGift card that can be used to cover the cost of a regular crunchy or soft taco at most Taco Bell locations.Each gifted taco comes with special wrapping. After checkout, users will be able to send a unique URL to the taco recipient via text, email, or a direct message using other forms of communication.
Taco Gifter comes a couple of months after the Irvine, Calif.-based chain rolled out an overhauled rewards program to increase app membership. Taco Bell Rewards now offers 10 points for every dollar spent on the app. Consumers can earn free food such as a Crunchy Taco, a Bean Burrito or a Baja Blast once they earn 250 points.
“We've been listening to our customers and really architecting the program for some time,” Zipporah Allen, vice president of digital at Taco Bell, told Nation’s Restaurant News in a phone interview over the summer. “Our fans have been asking for a loyalty program. Specifically, a loyalty program with free food.”
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