When National Taco Day landed on a Friday in 2025, we saw an opportunity to make history. By partnering with the National Day Calendar, we successfully moved the holiday to a Tuesday — forever. The bold calendar coup gave Taco Bell 100% share of voice on a typically crowded day, leading to 215K+ new loyalty signups (2nd best day for acquisition ever), a 13.5% YoY sales lift (beating the target of 4%), and set record for app checkout volume with 9% same store trans.