To stand out, chains are borrowing ‘drops’ from sneaker culture, serving up merch and food to restaurant fans.
Taco Bell CEO Sean Tresvant spent 15 years at Nike, and now he’s bringing the fast-food chain a marketing trick he learned from the sneaker giant: product drops.
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.
Taco Bell CEO Sean Tresvant spent 15 years at Nike, and now he’s bringing the fast-food chain a marketing trick he learned from the sneaker giant: product drops.
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.
${reply?.comment_author}${reply?.eln_tier_label ? `${reply.eln_tier_label}` : ”}
•
${reply?.comment_relative_time}
${reply?.comment_content?.trim()}
`;
}
function createComment(comment, replies, isLastComment) {
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const currentUser = window?.tp?.pianoId?.getUser() ?? null;
const currentUserInitials = currentUser
? getInitials(`${currentUser?.firstName ?? ”} ${currentUser?.lastName ?? ”}`)
: ”;
const repliesHTML = replies.length ? `
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const replyButtonHTML = allowsComments ? `
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const replyFormHTML = allowsComments ? `
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const commentDiv = `
${comment?.comment_author}${comment?.eln_tier_label ? “ : ”}
•
${comment?.comment_relative_time}
${comment?.comment_content?.trim()}
${replyButtonHTML}
${repliesHTML}
${replyFormHTML}
`;
commentListDiv.innerHTML += commentDiv;
}
function displayComments() {
// Empty out the comment list container before refreshing comments.
const commentListDiv = document.getElementById(PublicCommentSelectors.LIST);
commentListDiv.innerHTML = ”;
const comments = state?.comments ?? [];
if (!comments.length) {
return;
}
// Build a threaded structure: separate top-level from replies.
const repliesByParent = {};
const topLevelComments = [];
comments.forEach(comment => {
if (comment.comment_parent === 0) {
topLevelComments.push(comment);
} else {
const parentId = comment.comment_parent;
if (!repliesByParent[parentId]) {
repliesByParent[parentId] = [];
}
repliesByParent[parentId].push(comment);
}
});
// Apply top-level sort order. Server returns DESC; reverse for oldest-first.
if (state.sortOrder === ‘oldest’) {
topLevelComments.reverse();
}
// Replies always show oldest first within a thread (server returns DESC, so reverse).
Object.keys(repliesByParent).forEach(parentId => {
repliesByParent[parentId].reverse();
});
topLevelComments.forEach((comment, index) => {
const isLastComment = index === topLevelComments.length – 1;
const replies = repliesByParent[comment.comment_ID] ?? [];
createComment(comment, replies, isLastComment);
});
createCommentAvatars();
}
function updateCommentCount() {
const countDiv = document.getElementById(PublicCommentSelectors.COMMENT_COUNT);
const sortControls = document.getElementById(PublicCommentSelectors.SORT_CONTROLS);
if (!countDiv) {
return;
}
const count = state?.comments?.length ?? 0;
// Do not display if there are no comments.
if (count === 0) {
return;
}
countDiv.innerHTML = `${count} Comment${count > 1 ? ‘s’ : ”}`;
if (sortControls) {
sortControls.classList.remove(‘tw:hidden’);
sortControls.classList.add(‘tw:flex’);
}
}
function displayLoader(show) {
const loader = document.getElementById(PublicCommentSelectors.BUTTON_LOADER);
const text = document.getElementById(PublicCommentSelectors.BUTTON_TEXT);
if (!loader || !text) {
return;
}
// Show or hide the loader.
if (show) {
loader.classList.remove(‘tw:hidden’);
text.classList.add(‘tw:hidden’);
} else {
loader.classList.add(‘tw:hidden’);
text.classList.remove(‘tw:hidden’);
}
}
function displayError(error) {
const errorDiv = document.getElementById(PublicCommentSelectors.ERROR);
if (!errorDiv) {
return;
}
if (error) {
errorDiv.classList.add(‘tw:block’);
errorDiv.classList.remove(‘tw:hidden’);
errorDiv.textContent = `Comment submission error: ${error}`;
} else {
errorDiv.classList.remove(‘tw:block’);
errorDiv.classList.add(‘tw:hidden’);
errorDiv.textContent=””;
}
}
function clearCommentInput() {
const commentField = document.getElementById(PublicCommentSelectors.INPUT);
if (!commentField) {
return;
}
commentField.value=””;
}
function updateComments(comments = []) {
state.comments = comments;
displayComments();
updateCommentCount();
}
function runCommentProcess(type) {
if (type === ‘postComment’) {
const comment = document.getElementById(PublicCommentSelectors.INPUT);
if (!comment || !comment?.value) {
return;
}
// Hide errors, show loader.
displayError();
displayLoader(true);
}
const data = {
type,
postId: 429905,
};
// Get a fresh nonce and either fetch comments or post comment.
fetch(`${adminAjaxUrl}?action=ep_get_public_comment_nonce`, {
method: ‘POST’,
headers: {
‘Content-Type’: ‘application/json’,
},
body: JSON.stringify(data),
})
.then((r) => r.json())
.then((response) => {
// Handle errors.
if (!response.success) {
displayLoader(false);
console.error(‘Error getting nonce: ‘, response?.data?.message);
return;
}
const nonce = response?.data?.nonce;
// Get comments.
if (type === ‘getComments’) {
getComments(nonce);
return;
}
// Post comment.
if (type === ‘postComment’) {
postComment(nonce);
}
})
.catch((e) => {
displayLoader(false);
console.error(`Error running comment process ${type}: `, e);
});
}
function getComments(nonce) {
const data = {
nonce,
postId: 429905,
};
// Fetch comments.
fetch(`${adminAjaxUrl}?action=ep_get_public_comments`, {
method: ‘POST’,
headers: {
‘Content-Type’: ‘application/json’,
},
body: JSON.stringify(data),
})
.then((r) => r.json())
.then((response) => {
// Handle errors.
if (!response.success) {
displayLoader(false);
console.error(‘Error getting comments: ‘, response?.data?.message);
return;
}
updateComments(response?.data?.comments);
displayLoader(false);
})
.catch((e) => {
displayLoader(false);
console.error(‘Error getting comments: ‘, e);
});
}
function postComment(nonce) {
const user = window?.tp?.pianoId?.getUser() ?? null;
if (!user || !user?.uid) {
console.error(‘Error posting comment: Unauthorized. Submission aborted.’);
return;
}
const comment = document.getElementById(PublicCommentSelectors.INPUT);
if (!comment || !comment?.value) {
return;
}
const data = {
nonce,
comment: comment.value,
commentParent: 0,
postId: 429905,
uid: user?.uid,
};
// Post the comment.
fetch(`${adminAjaxUrl}?action=ep_create_public_comment`, {
method: ‘POST’,
headers: {
‘Content-Type’: ‘application/json’,
},
credentials: ‘include’,
body: JSON.stringify(data),
})
.then((r) => r.json())
.then((response) => {
// Handle errors.
if (!response.success) {
displayLoader(false);
displayError(response?.data?.message, true);
console.error(‘Error posting comment: ‘, response?.data?.message);
return;
}
// Handle success.
clearCommentInput();
runCommentProcess(‘getComments’);
})
.catch((e) => {
displayLoader(false);
displayError(e);
console.error(‘Error posting comment: ‘, e);
});
}
function toggleReplyForm(commentId) {
// Close any other open reply forms.
document.querySelectorAll(‘.ep-reply-form’).forEach(function(form) {
if (form.dataset.parentId !== String(commentId)) {
form.classList.add(‘tw:hidden’);
}
});
// Toggle the targeted reply form.
const targetForm = document.querySelector(‘.ep-reply-form[data-parent-id=”‘ + commentId + ‘”]’);
if (targetForm) {
targetForm.classList.toggle(‘tw:hidden’);
if (!targetForm.classList.contains(‘tw:hidden’)) {
targetForm.querySelector(‘.ep-reply-input’)?.focus();
}
}
}
function setReplyLoading(formEl, isLoading) {
const btn = formEl.querySelector(‘.ep-reply-submit’);
const btnText = formEl.querySelector(‘.ep-reply-button-text’);
if (!btn || !btnText) {
return;
}
if (isLoading) {
btnText.textContent=”Posting…”;
btn.disabled = true;
} else {
btnText.textContent=”Post Reply”;
btn.disabled = false;
}
}
function displayReplyError(formEl, error) {
const errorDiv = formEl.querySelector(‘.ep-reply-error’);
if (!errorDiv || !error) {
return;
}
errorDiv.textContent=”Reply error: ” + error;
errorDiv.classList.remove(‘tw:hidden’);
errorDiv.classList.add(‘tw:block’);
}
function clearReplyError(formEl) {
const errorDiv = formEl.querySelector(‘.ep-reply-error’);
if (!errorDiv) {
return;
}
errorDiv.textContent=””;
errorDiv.classList.add(‘tw:hidden’);
errorDiv.classList.remove(‘tw:block’);
}
function postReply(nonce, parentId, replyText, formEl) {
const user = window?.tp?.pianoId?.getUser() ?? null;
if (!user || !user?.uid) {
setReplyLoading(formEl, false);
return;
}
const data = {
nonce,
comment: replyText,
commentParent: parentId,
postId: 429905,
uid: user?.uid,
};
fetch(`${adminAjaxUrl}?action=ep_create_public_comment`, {
method: ‘POST’,
headers: {
‘Content-Type’: ‘application/json’,
},
credentials: ‘include’,
body: JSON.stringify(data),
})
.then((r) => r.json())
.then((response) => {
setReplyLoading(formEl, false);
if (!response.success) {
displayReplyError(formEl, response?.data?.message);
console.error(‘Error posting reply: ‘, response?.data?.message);
return;
}
formEl.querySelector(‘.ep-reply-input’).value=””;
formEl.classList.add(‘tw:hidden’);
runCommentProcess(‘getComments’);
})
.catch((e) => {
setReplyLoading(formEl, false);
displayReplyError(formEl, ‘Network error. Please try again.’);
console.error(‘Error posting reply: ‘, e);
});
}
function submitReply(parentId, formEl) {
const input = formEl.querySelector(‘.ep-reply-input’);
if (!input || !input.value.trim()) {
return;
}
const user = window?.tp?.pianoId?.getUser() ?? null;
if (!user || !user?.uid) {
openLoginModal();
return;
}
setReplyLoading(formEl, true);
clearReplyError(formEl);
const data = {
type: ‘postComment’,
postId: 429905,
};
fetch(`${adminAjaxUrl}?action=ep_get_public_comment_nonce`, {
method: ‘POST’,
headers: {
‘Content-Type’: ‘application/json’,
},
body: JSON.stringify(data),
})
.then((r) => r.json())
.then((response) => {
if (!response.success) {
setReplyLoading(formEl, false);
displayReplyError(formEl, response?.data?.message);
return;
}
postReply(response?.data?.nonce, parseInt(parentId, 10), input.value.trim(), formEl);
})
.catch((e) => {
setReplyLoading(formEl, false);
displayReplyError(formEl, ‘Network error. Please try again.’);
console.error(‘Error getting nonce for reply: ‘, e);
});
}
function setupCommentListDelegation() {
const commentListDiv = document.getElementById(PublicCommentSelectors.LIST);
if (!commentListDiv) {
return;
}
commentListDiv.addEventListener(‘click’, function(e) {
// Reply button: toggle the inline reply form.
const replyButton = e.target.closest(‘.’ + PublicCommentSelectors.REPLY_BUTTON);
if (replyButton) {
const commentId = replyButton.dataset.commentId;
const user = window?.tp?.pianoId?.getUser() ?? null;
if (!user) {
openLoginModal();
return;
}
toggleReplyForm(commentId);
return;
}
// Reply cancel: hide the reply form.
const replyCancel = e.target.closest(‘.ep-reply-cancel’);
if (replyCancel) {
const parentId = replyCancel.dataset.parentId;
const form = document.querySelector(‘.ep-reply-form[data-parent-id=”‘ + parentId + ‘”]’);
if (form) {
form.classList.add(‘tw:hidden’);
}
return;
}
// Reply submit: post the reply.
const replySubmit = e.target.closest(‘.ep-reply-submit’);
if (replySubmit) {
const parentId = replySubmit.dataset.parentId;
const form = document.querySelector(‘.ep-reply-form[data-parent-id=”‘ + parentId + ‘”]’);
if (form) {
submitReply(parentId, form);
}
}
});
}
function setupUserAvatar() {
const usernameDiv = document.getElementById(PublicCommentSelectors.USERNAME);
const userAvatar = document.getElementById(PublicCommentSelectors.USER_AVATAR);
if (!usernameDiv || !userAvatar) {
return;
}
const user = window?.tp?.pianoId?.getUser() ?? null;
if (!user) {
return;
}
const fullName = `${user?.firstName ?? ”} ${user?.lastName ?? ”}`;
usernameDiv.innerHTML = fullName;
userAvatar.innerHTML = getInitials(fullName);
}
function openLoginModal() {
window?.tp?.pianoId?.show({ displayMode: ‘modal’, screen: ‘login’ });
}
function setupCommentSubmitButton() {
const submitButton = document.getElementById(PublicCommentSelectors.SUBMIT);
if (!submitButton || state.submitCommentButtonRegistered) {
return;
}
// Register a single click handler that checks auth state at click time.
submitButton.addEventListener(‘click’, function() {
const user = window?.tp?.pianoId?.getUser() ?? null;
if (!user) {
openLoginModal();
return;
}
runCommentProcess(‘postComment’);
});
state.submitCommentButtonRegistered = true;
}
function setSortOrder(order) {
state.sortOrder = order;
const newestBtn = document.getElementById(PublicCommentSelectors.SORT_NEWEST);
const oldestBtn = document.getElementById(PublicCommentSelectors.SORT_OLDEST);
if (newestBtn && oldestBtn) {
const activeClasses = [‘tw:font-bold’, ‘tw:text-blue-800’];
const inactiveClasses = [‘tw:font-normal’, ‘tw:text-slate-500’];
if (order === ‘newest’) {
newestBtn.classList.add(…activeClasses);
newestBtn.classList.remove(…inactiveClasses);
oldestBtn.classList.add(…inactiveClasses);
oldestBtn.classList.remove(…activeClasses);
} else {
oldestBtn.classList.add(…activeClasses);
oldestBtn.classList.remove(…inactiveClasses);
newestBtn.classList.add(…inactiveClasses);
newestBtn.classList.remove(…activeClasses);
}
}
displayComments();
}
function setupSortControls() {
const newestBtn = document.getElementById(PublicCommentSelectors.SORT_NEWEST);
const oldestBtn = document.getElementById(PublicCommentSelectors.SORT_OLDEST);
if (newestBtn) {
newestBtn.addEventListener(‘click’, function() {
setSortOrder(‘newest’);
});
}
if (oldestBtn) {
oldestBtn.addEventListener(‘click’, function() {
setSortOrder(‘oldest’);
});
}
}
runCommentProcess(‘getComments’);
listenForPianoLogin();
setupCommentSubmitButton();
setupCommentListDelegation();
setupSortControls();
});






