The restaurant company has had success with its Taco Lover’s Pass, first introduced in 2022, and is now trying to replicate that success with a similar program for its popular Nacho Fries.
Taco Bell’s Taco Lover’s Pass, first introduced in early 2022, has been such a success for the brand, it is now introducing a similar program for its Nacho Fries. The new Nacho Fries Lover’s Pass is available beginning today for $10 for Rewards members. With the subscription program, members have access to a regular Nacho Fries order every day for 30 consecutive days, or through Dec. 4.
“We're committed to pushing the boundaries of convenience and innovation for our biggest fans, our loyalty members. The Nacho Fries Lover’s Pass is just one example of how we’re leveraging digital technology to enhance their experience,” Dane Mathews, Taco Bell’s chief digital officer, said in a statement. “Our dedication to our fans and an innovative customer experience continues to be a driving force behind our efforts to leverage digital innovation in transformational ways.”
Taco Bell introduced its Taco Lover’s Pass program nationally after a test in Arizona found it yielded new loyalty members. During the ensuing earnings call, David Gibbs, CEO of parent company Yum Brands, said, “At Taco Bell U.S., we continue to experiment with new and innovative ways to engage with our consumers through LTO programs such as the Taco Lover's Pass which helped fuel growth in loyalty memberships during the quarter and which drove customer frequency.”
Additionally, Taco Bell is introducing Grilled Cheese Nacho Fries on Nov. 16 for a limited time while supplies last. The new iteration is available for $4.99 and features fried potatoes topped with a grilled blend of mozzarella, Monterey pepper jack and cheddar cheeses garnished with marinated grilled steak, Taco Bell’s signature nacho cheese and chipotle sauces. Customers can also order a spicy version of the fries with added jalapeños.
Nacho Fries quickly became Taco Bell’s most successful product launch ever when they were first introduced in 2018. The company has since rolled out various iterations of the product, from Loaded Truff Nacho Fries to Rattlesnake Fries and Reaper Ranch Fries. In September, the company teased at more variations in the future, stating, “Be on the lookout for more exciting Nacho Fries news and tantalizing options, sure to keep fans coming back for more.”
Contact Alicia Kelso at [email protected]
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