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Some qualifying tacos at the chain sell for $1.99, so if you buy the $5 pass and go in just three days out of 30, you can more than break even. A company spokesperson told me that “there’s no guarantee” the subscription service will become available nationwide, “but when it comes to Taco Bell innovation, we never say never.”Īlthough “Netflix for tacos” should absolutely not be a phrase we all have to endure in the future, I will very reluctantly acknowledge that this does seem like a good deal.
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Right now, Taco Bell is trial-running the service in 17 locations in Tucson, Arizona, and there are lots of caveats: The only way to become a certified Taco Lover is by buying the pass through the Taco Bell app no, sorry, the Chalupa Supreme is not part of the deal. This month, the brand announced the “Taco Lover’s Pass,” which lets you get exactly one taco every single day for 30 days with a subscription that costs $5 to $10, depending on the store. This is a brand that reportedly spent $500 million on an ad campaign featuring Gidget, a talking chihuahua with the catchphrase “Yo quiero Taco Bell!” A completely real tagline on Taco Bell’s webpage for its fountain drinks reads: “Taco Bell Cups, Matryoshka Dolls, and the Multiplicity of Human Existence.” ( It only gets weirder from there.)Īlas, Taco Bell is at it again.
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I’m not simply talking about those tacos with Doritos for shells. The purveyor of fluorescent nacho cheese is just plain weird. And then, there’s Taco Bell: fast food’s problem child. KFC is perhaps the cousin who still wears cargo shorts. Burger King is the jealous younger brother. McDonald’s is the golden boy, the kid who’s good at everything and won’t shut up about it. I like to think of America’s fast-food chains as a bunch of dysfunctional family members.