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Brand Loyalty

Taco Bell Customers who Become Owners Spend Equivalent of 21 more Crunchwrap Supremes Annually

Bumped study rewarded Taco Bell customers in Yum! Brands stock for purchases; those new ‘Taco Bell owners’ increased their ticket size, visits, and spend.

Bumped—the fintech company on a mission to create an ownership economy through fractional stock rewards—released data from their two-year pilot study that tested what happens when you make Taco Bell customers owners of the beloved fast casual brand. In short; customers who became owners bought more burritos, chalupas, tacos, and more.

When customers spent with Taco Bell, they were rewarded with fractional shares of Taco Bell parent company Yum! Brand stock (NYSE: YUM). Customers who became owners of Taco Bell visited the company 47% more often — adding eight additional visits per year — and increased their order sizes.

“The recent launch of Taco Bell’s iconic ‘Taco Subscription’ tells us how critical it is for fast casual restaurants to remain top of mind, and get their customers coming through the door (or drive thru) more often.” Says David Nelsen, CEO and Founder of Bumped. “To see more visits and nearly fifty percent increase in spend tells me that even brands with the most enthusiastic followings can benefit from making their customers into owners.” 

The Bumped pilot ran for two years and rewarded over 13,000 US consumers in fractional stock rewards when they spent at more than 80 brands. Users chose their favorite brand in each category, then received stock rewards in the brand. 

The findings of the holistic Bumped pilot were researched and reported on by The Columbia School of Business, who released their independent study in 2021.


The Bumped app and website are operated by Bumped, Inc. Brokerage services are provided by Bumped Financial LLC, member FINRA /SIPC . More about Bumped Financial LLC on FINRA’s FINRA BrokerCheck website.

Investing in securities involves risk, including possible loss of principal: Not FDIC Insured • No Bank Guarantee • May Lose Value. Nothing here should be construed as an offer to purchase or sell securities.


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