Taco Bell expands rewards program, gives away free tacos

Loyalty members will get more ways to earn points as the chain leans further into digital ordering.
Taco Bell app
Photograph courtesy of Taco Bell

One year after launching its new Taco Bell Rewards program, the taco chain is making some upgrades and giving away free tacos to mark the occasion.

Rewards users will now have more ways to earn points. Purchases made in the restaurant, drive-thru and at kiosks will yield points, in addition to orders placed via the app. 

To promote the new channels, Taco Bell is offering up to 100 guests the chance to win free tacos for a year. Through Aug. 18, rewards members can enter by buying food in the restaurant and scanning the barcode on their receipt with the Taco Bell app. 

The rewards program launched last July, allowing users to earn 250 points for every $25 spent in the app and then exchange those points for free food. Rewards members also get perks like early access to new menu items.  

Since the rollout, spending in the app has increased by 90% and signups have grown 5x compared to July 2020, Taco Bell said in a press release.

It also learned that guests wanted more ways to interact with Taco Bell digitally.

“If there’s one thing the Rewards program taught us in the first year, it’s how eager our fans are for even more digitally enabled and personalized ways to gain access to the brand. We’re excited to create a better experience for our team members and fans in the coming years. Rewards will be a big piece of that,” said Taco Bell Chief Digital Officer Zipporah Allen in a statement.

Part of that plan includes the chain's takeout-focused Go Mobile prototype and its new, more tech-forward Cantina concept in Times Square.

Members help make our journalism possible. Become a Restaurant Business member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.


Exclusive Content


Brands shift their attention back to smaller operators

The Bottom Line: While plenty of franchises like Subway still want large-scale franchisees, there is a movement to keep their sizes down.


Should Cracker Barrel get out of the gift shop business?

Reality Check: The retail component of the family dining concept drew off sales and profits during the brand's most recent quarter. Maybe it's time to leave the shops out of future Cracker Barrels.


Wendy's, whose chairman is an activist, may be getting an activist

The Bottom Line: Activist investor Blackwells apparently plans to nominate “several directors” to the burger chain’s board, according to Reuters.


More from our partners