Taco Bell introduced Taco Tuesday Drops in its loyalty program, giving members exclusive deals every Tuesday before they are available to the general public. The approach mirrors sneaker culture, where limited-edition releases create hype through platforms like Nike SNKRS and Adidas Confirmed. Other restaurant brands have adopted similar tactics, including Wendy’s Rewards Drops on Wednesdays, Chipotle monthly free food drops, and Pizza Hut merchandise drops tied to Space Jam that sold out. El Pollo Loco’s Loco Friday Drops increased loyalty member frequency by 13% and spending by 17% year-over-year. Nearly half of consumers want access to exclusive products that are hard to obtain, making scarcity a differentiator when many brands offer loyalty programs.
"The company launched Taco Tuesday Drops in its loyalty program, offering exclusive deals to members every Tuesday before the general public can access them. The strategy comes straight from sneaker culture, where brands like Nike SNKRS and Adidas Confirmed create hype through limited-edition releases."
"Now other chains are dropping their own versions left and right, according to Restaurant Business. Wendy's just added Rewards Drops featuring limited-edition swag every Wednesday. Chipotle reintroduced monthly free food drops. Pizza Hut's Space Jam merchandise drops sold out completely. El Pollo Loco's Loco Friday Drops drove loyalty member frequency up 13% and spending up 17% year-over-year."
"Why does it work? Nearly half of consumers say they want access to exclusive products that are hard to obtain. When everyone has a loyalty program, artificial scarcity becomes the differentiator."
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