Taco Bell is leveraging its value-meal strategy with a new partnership featuring skateboarding legend Tony Hawk, who has curated a Build Your Own Luxe Cravings Box that will debut July 11. The promotion coincides with the launch of Tony Hawk’s Pro Skater 3 + 4, a reboot of the early-2000s video-game franchise that will integrate Taco Bell branding and weekly in-game item drops for app customers.
Hawk’s $7 box includes a cheese quesadilla, crunchy taco, chips with nacho cheese sauce, and a medium Lipton iced tea. Customers who order any $5, $7, or $9 Luxe Cravings Box through the Taco Bell app between July 11 and August 13 will unlock rotating digital items such as a branded skateboard or hoodie for use in the new game.
An Uber Eats–exclusive Tony Hawk’s Pro Skater Bundle mirrors the in-restaurant box and comes with demo codes for the game as well as entry into an Uber Eats sweepstakes. Ahead of the rollout, Taco Bell Rewards members can vie for 500 limited-edition skateboard decks—15 signed by Hawk—and 50,000 early-access demo codes in the Taco Bell app on June 24.
Taco Bell launched Luxe Cravings Boxes in April at three price tiers to attract new customers with customizable value meals. The company says one in five purchasers are first-time guests and more than a quarter of all buyers return for another box. Chief marketing officer Taylor Montgomery called the Hawk collaboration proof that “craveability and value aren’t mutually exclusive.”