Taco Bell tests 30-day taco subscription exclusively in Arizona

Company hopes to turn casual customers into reoccurring

TUCSON, Ariz. (KYMA, KECY/CNN) - Taco Bell announces Tuesday that in about 20 participating restaurants across the City of Tucson, customers now have the opportunity to pay between $5 to $10 per month for a Taco Lover's Pass.

This pass, which gives subscribers one free taco a day for 30 days, is currently active until November 24. Regular soft, spicy potato soft, traditional crunchy and Doritos tacos are all included in the subscription.

Once a subscriber signs into the Taco Bell app, a special section is virtually unlocked and customers can add a taco to their cart during the checkout process.

According to Taco Bell, a spokesman says the company hopes the trial turns casual customers into regular customers, while increasing enrollment in its year-old loyalty program.

Yum Brands, which owns the taco chain, reveals it aims to grow digital sales this year with more exclusives. The company's recent report details how app users enrolled in its loyalty program spend 35% more on average compared to before joining.