It's called the 'Taco Lover's Pass.'
The pass could encourage more consumers to download and use Taco Bell’s app as well. The chain launched a loyalty program through its app more than a year ago. Executives on Yum’s latest earnings call said that Taco Bell loyalty members spend 35% more on their visits compared with their spending habits before joining the program.
Shares of Yum, which also owns KFC and Pizza Hut, have risen 18% this year, bringing its market value to $37.9 billion.
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