A week after launching a $7 Luxe Cravings Box, Taco Bell is extending its value offerings even further by bringing back the Nacho Fries Lover’s Pass. The pass provides 30 days of a regular order of Nacho Fries for $10 and is available for purchase through the brand’s app from July 9-15.
The company’s foray into a subscription-like program began in January 2022 with its Taco Lover’s Pass, in which Rewards Members could redeem one of seven tacos per day for 30 days. That program yielded new loyalty members and drove frequency. The program evolved in November 2023 as the Nacho Fries Lover’s Pass, leveraging Taco Bell’s most successful product launch ever. The fries are part of one in four orders at the chain.
"The inaugural Nacho Fries Lover's Pass subscribers' unwavering adoration for more Nacho Fries and more value meant it was time for the Nacho Fries Lover's Pass to make its much-anticipated comeback," Dane Mathews, chief digital officer, said in a statement. "Our Rewards Members drive us to push the boundaries of customer experience with digital innovations that effortlessly allow fans to enjoy more of the Taco Bell favorites they crave, all for an accessible price."
Nacho Fries were first introduced in 2018 and the company has since launched several iterations, from Loaded Truff Nacho Fries to Rattlesnake Fries and Reaper Ranch Fries. Now, the company is introducing the latest version – Jalapeño Ranch Nacho Fries – starting July 18 for a limited time. The fries, sold for the suggested price of $4.49, feature a new tangy and creamy jalapeño ranch sauce made with buttermilk, sour cream, garlic, red jalapeño, pasilla peppers, parsley, and spices. The fries also include pico de gallo and can be customized with beef or black beans. They are not included in the Nacho Fries Lover’s Pass.
This year, Nacho Fries returned in April alongside the limited time run of the Secret Aardvark Nacho Fries. With the latest edition of Jalapeño Ranch Nacho Fries, this is the longest Nacho Fries run to date for Taco Bell. During the company’s Live Mas Live event in Las Vegas in February, CMO Taylor Montgomery said the company is trying to “figure out how to make them permanent.”
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