Taco Bell adds a gamification element to its Rewards program
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Rewards members can win “luxe, can’t-buy prizes” with Taco Bell’s new Bid on Luxe featurePhoto courtesy of Taco Bell
Taco Bell is giving Rewards members a new gamified value experience with Bid on Luxe, in which they can play mini games weekly to earn Paddles. The Paddles then can be used to enter into drawings for a lineup of “luxe, can’t-buy prizes,” according to the company, including experiences and exclusive collectibles.
Every Monday, from now through November 1, a new mini game will go live for fans to earn Paddles, with prizes dropping every Friday and available for a 24-hour bidding window. Members can also earn bonus Paddles by opting in to SMS notifications (along with an alternate method made available), while existing SMS subscribers will also receive bonus Paddles.
Prizes include a Davante Adams signed jersey, a football experience in Los Angeles with field access, tailgating, and tickets, and a Pacifica Taco Bell Cantina Getaway.
Prizes will not be awarded based on the number of Paddles included in a bid or to the player submitted the highest number of Paddles in their bid. Rather, each entry constitutes an opportunity to be selected as a potential winner in the applicable random drawing. The addition of mini games to earn Paddles adds another gamification feature to Taco Bell’s Rewards program, which also includes features like Tuesday Drops.
The company also added the Crunchadilla to its growing Luxe Value Menu lineup. The Crunchadilla was tested in Oklahoma City for nearly a month last year and includes a warm flour tortilla filled with grilled, marinated all-white-meat chicken, a blend of mozzarella, pepper jack and cheddar cheeses, a crisp tortilla shell, reduced-fat sour cream, the choice between classic Creamy Jalapeño Sauce or Sriracha Sauce before being grilled. The Classic Chicken Crunchadilla and Sriracha Chicken Crunchadilla are both available for $2, bringing even more variety to the Luxe Value Menu.
Taco Bell is also offering a new way to dip with Double Dipping Burritos, a snack-sized set of two burritos featuring the choice of grilled, marinated steak or slow-roasted chicken layered with avocado ranch, a melted blend of cheeses and wrapped in a warm flour tortilla before being grilled. The burritos come with a split dipping cup, with spicy ranch on one side and a blend of seasoned, crushed tortilla chips and cheddar cheese crispies on the other. Double Dipping Burritos are available for $5.99, or as part of the $9 Discovery Luxe Box, featuring the Slow-Roasted Chicken Double Dipping Burritos alongside a Beef Chalupa Supreme, Cinnamon Twists and a Medium fountain drink
Also, Taco Bell has added Creamy Sriracha Chicken to its Signature Nacho Fries, along with warm nacho cheese sauce, a blend of mozzarella, pepper jack, and cheddar cheeses, and pico de gallo. The new Nacho Fries iteration is available for $5.49.
Finally, Taco Bell is testing a new Baja Chicken lineup in the Sacramento, California, market, with new ways to consume crispy chicken or slow-roasted chicken across tacos, burritos and bowls. While offerings vary by participating restaurant, each item includes a Baja Sauce, purple cabbage slaw, cheddar cheese, daily pico de gallo.
Select participating locations may also offer a $9 Discovery Luxe Box featuring the Baja Crispy Chicken Soft Taco, a $9.99 Baja Crispy Chicken Soft Taco Combo and two-piece Crispy Chicken Strips for $3.99.
Contact Alicia Kelso at [email protected]
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