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Taco Bell testing monthly taco subscription service

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An exterior view shows a sign at a Taco Bell restaurant on March 30, 2020 in Las Vegas, Nevada. (Photo by Ethan Miller/Getty Images)

Do you love tacos? Love them enough to eat one every day for 30 days?

Taco Bell hopes so. The chain is testing a 30-day taco subscription service that can only be purchased on the Taco Bell app.

The Taco Lover’s Pass, which sells for between $5 and $10 depending on the location, allows users to redeem one Taco Bell original taco per day for a month. It also includes special discounts and promotions on limited-time menu items.

The pass is currently only redeemable at select locations in the Tucson, Arizona area.

Other chains including Panera Bread, Chipotle, and Popeyes have tested out subscriptions as a way to keep regular customers coming in and spending money in what some experts have dubbed the "subscription economy." Restaurants are following the success of subscription models from Netflix and Amazon.

Rewards programs seem to be more important than ever to entice return visits and give companies valuable customer data. The Taco Lover's Pass is just one more example of the ways companies can convince customers to download their app.

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