A taco a day: Taco Bell tests 30-day subscription service with Arizona pilot

Taco Bell (YUM) wants to make every day Taco Tuesday.

Catering to hardcore enthusiasts, the restaurant chain is testing a Netflix-like, 30-day subscription service in a 17-location pilot in Arizona. Dubbed the "Taco Lover’s Pass," the plan will be offered exclusively on its app.

For now, the Arizona pilot will last until November 24th. To purchase the pass, users in that area can add it to their cart, and complete the payment checkout as normal. Once purchased, it will unlock a hidden menu for its customers.

The pass varies between $5 dollars and $10 dollars, depending on the user’s location, and allows customers to redeem one taco per a day for 30 days.

According to Taco Bell, the hidden menu allows customers to choose from a list of tacos that include a range of tricked-out options like crunchy, spicy potato, and Doritos-flavored shells.

The move comes as Taco Bell looks to step into the future and connect even more with consumers, while a number of delivery services like UberEats, Seamless and GrubHub are stealing a page out of the streaming playbook by offering monthly subscriptions. Power users can save on fees, and chains cultivate loyalty with bargains and special menu offerings.

Separately, the California-based company recently announced a futuristic restaurant design dubbed “Taco Bell Defy” that will focus on trends amplified during the COVID-19 pandemic, like digital ordering and delivery. The restaurant chain also tapped Rapper Lil Nas X (a former Taco Bell employee himself) to join the restaurant chain's C-Suite as its chief impact officer.

Shares of Taco Bell's parent company YUM Brands are up more than 18 percent year-to-date.

Brooke DiPalma is a producer and reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at bdipalma@yahoofinance.com.