How many soft tacos and burritos have traveled down your gullet without anyone ever recognizing the event? The number might be inestimable for some, but starting soon, Taco Bell customers will be able to mark each food occasion by way of a new customer-loyalty program the company is rolling out sometime this year.

In a first for the brand, Taco Bell says the program will work less like a card tallying customers’ purchases and offering a reward upon completion, and instead act like a game through its mobile-phone application, reports Bloomberg.

“We’re thinking of our experience as more of a game and less your traditional punch card,” said Tressie Lieberman, senior director of digital platforms and social engagement, without offering the name of the plan or any other details about how it works.

Though the company filed a U.S. trademark application for the phrase “Taco Baller” for a customer-loyalty program earlier this month, Lieberman says that’s not the name of the new program.

Guess we’ll just have to wait and see what else a Taco Baller customer loyalty program could be.

Taco Bell to Start Loyalty Program for First Time [Bloomberg]

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