Daily burgers and tacos: fast food chains create subscriptions for customers
Fast food chain Taco Bell has announced the creation of a subscription service Taco Lover's Pass. For $10 a month, members will receive one taco per day. The edition told in more detail Axios.
Earlier, the Sweetgreen chain of eateries announced a special offer: $10 per month for a $3 discount on an order.
“Many Americans eat fast food more than once a week. And if they see the value of a subscription program, they'll be happy to sign up,” said Adam Levinter, CEO of consulting firm Scriberbase and author of The Subscription Boom.
Services often rely on the fact that many subscribers will not use what they paid for. But fast food outlets like Taco Bell will benefit from subscribers who buy additional groceries and use their apps more often to provide data for marketing purposes.
When Taco Bell tested its subscription service in Tucson, Arizona in September, 20% of subscribers were new to the Taco Bell Rewards loyalty program.
This strategy is also hardly a measure of desperation in the wake of the pandemic. The National Restaurant Association reported an increase in sales and customer traffic in the first half of 2021 compared to 2020 levels.
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83% of restaurant operators said their sales increased between November 2020 and November 2021, and only 7% reported a decrease in sales.
According to the Zuora Index, the subscription economy grew nearly sixfold from 2012 to 2021. And endure subscription occupies another niche in our lives. If people used to subscribe to Netflix and other services, now it is possible for fast food too.
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