Nacho Lover's Pass 'Next Step In Digital Evolution' For Taco Bell



Taco Bell has teased fans with its Nacho Cheese Fries for years, bringing them back as LTOs with huge marketing efforts and then just as quickly taking them off the menu again.

The chain’s new Nacho Fries Lover's Pass, available for $10 beginning today, gives Rewards Members one regular Nacho Fries order every day for 30 consecutive days. The pass is available through Dec. 4.

The creation of the new Nacho Fries Lover’s Pass is “the next step in Taco Bell's digital evolution in offering Rewards Members even more value via the rewards app,” according to the company.

"We're committed to pushing the boundaries of convenience and innovation for our biggest fans, our loyalty members," said Dane Mathews, chief digital officer at Taco Bell. “The Nacho Fries Lover's Pass is just one example of how we're leveraging digital technology to enhance customer experience.”



And if the Nacho Fries themselves aren’t enough, the chain has added the new Grilled Cheese Nacho Fries to the menu.

Available beginning Nov. 16, for a limited time, the Grilled Cheese Nacho Fries contain a bed of grilled fries upon which is a mix of mozzarella, Monterey, pepper jack and cheddar cheeses. The cheeses are topped with grilled steak and finished off with Taco Bell's Nacho Cheese and Chipotle sauces. Jalapeños are also an added option. 

Marketing for the new Lover’s Pass and Grilled Cheese Nacho Fries will consist of weekly TikTok live videos that “feature tiny hands, fan mail and more” according to the company.

Previous marketing for the 2018 launch of the popular Nacho Cheese Fries featured actor Josh Duhamel in a series of mock conspiratorial mystery film trailers for “Web of Fries.” A follow up campaign featured actor James Marsden.

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