How much do you love Taco Bell? Is a free taco worth dealing with traffic and parking around SoFi Stadium?
Taco Bell is getting into fans’ passion for soccer with a new “emotional support platform” intended to “turn your emotions into rewards.”
The Irvine-based chain calls it LOCOS, which stands for Loss or Celebration Outcome Support. Loyalty program members can find it on the Taco Bell app.
It’s actually an online game.
Players can choose their emotional state, whether they are “In The Zone” or “In Your Feels,” and then run an obstacle course for the chance to earn stars toward food prizes. Each week, the top 100 players will earn a free LOCOS scarf, according to the app.
The promotion includes an activation experience. A taco truck will offer “free tacos, surprise rewards and more” in Inglewood on Thursday, June 25.
It will be at Tom’s Watch Bar, 3900 W. Century Blvd., Inglewood, about a mile from SoFi Stadium, where the World Cup takes place.
It will be about 8:30 p.m., according to representatives. There will be a match, Turkey versus USA, going on at the time.
Taco Bell doesn’t directly mention the World Cup in its LOCOS news release, but said “the world’s premier sports stage,” with its emotional highs and lows, provides the perfect stage for the promotion.
Taco Bell used to be known for its Major League Baseball giveaway, “Steal a Base, Steal a Taco.” The chain’s partnership with the MLB ended in 2024. But Moutain Dew Baja Blast, the PepsiCo beverage that Taco Bell famously serves, is the official soft drink of the 2026 MLB season.
In other Taco Bell news, the chain is serving Fajita Street Chalupas and Chicken Fajita Nacho Fries for a limited time.