Del Taco Refreshes Brand With New Hospitality Focus, Ad Campaign and New Products
June 21 2018 - 8:00AM
Del Taco Restaurants, Inc. (NASDAQ:TACO), the nation’s second
leading Mexican quick service restaurant,* today unveiled its
system wide brand refresh, furthering its mission to be the
category leader in the value-oriented QSR-plus space. Building off
of its successful QSR-plus repositioning that has delivered 18
consecutive quarters of positive same-store sales growth and five
fiscal years of positive company traffic, Del Taco is implementing
a combination of new back-of-house and guest-facing initiatives to
further differentiate and separate itself in the crowded QSR and
fast casual landscape.
Initiatives included in the brand refresh are:
- New concept tagline – Fresh Mexican Grill
- New holistic advertising campaign, “Celebrating the Hardest
Working Hands in Fast Food,” reinforcing fresh ingredient
preparation, including chopping, grilling, slicing and shredding,
which is prevalent across the brand’s menu items
- A Fresh Produce Chalkboard posted in each restaurant,
showcasing where produce is sourced from, when it was picked, and
which team member prepared it that day
- Reimagined packaging, with a more contemporary design and color
palate inspired by the brand’s Southern California heritage
- Hospitality initiatives, including a focus on creating more
personalized interactions, such as calling guests by name vs. order
number, as well as team members introducing themselves by name
- Redesigned panels of interior and drive-thru menu boards
- Quesadilla equipment innovation designed to provide a more
caramelized exterior and melty interior
- Crew uniforms that celebrate the fresh preparation Del Taco
teams do everyday in each restaurant
“We’re further leaning into what enables this brand to continue
to differentiate itself from Taco Bell and Chipotle, with
industry-leading value and traditional food prep, where our team
members chop, dice, shred and grill throughout the day,” said M.
Barry Westrum, Del Taco’s Chief Marketing Officer.
Reinforcing Del Taco’s commitment to delivering high quality,
fresh and made-to-order items, the brand is also expanding its Buck
and Under Menu with the introduction of its new Chicken Quesadilla
Snacker. Priced at just $1**, the new Chicken Quesadilla Snacker
combines a generous portion of freshly grilled chicken and
hand-grated cheddar cheese, grilled to perfection in a flour
tortilla in new foil packaging designed to enhance product
integrity while on the go.
“The $1 Chicken Quesadilla Snacker is a perfect example of our
barbell menu strategy, which highlights ingredients that are
prepped fresh across our entire menu, from value to premium. It’s a
Del Taco differentiator, and an attribute we’re fully leveraging,
while empowering our team members to deliver a service experience
that is on par with leading fast casual concepts,” added
Westrum.
*By number of units**Price and participation may vary
About Del Taco Restaurants, Inc.
Del Taco (NASDAQ:TACO) offers a unique variety of both Mexican
and American favorites such as burritos and fries, prepared fresh
in every restaurant's working kitchen with the value and
convenience of a drive-thru. Del Taco's menu items taste better
because they are made with quality ingredients like fresh grilled
chicken and carne asada steak, hand-sliced avocado, hand-grated
cheddar cheese, slow-cooked beans made from scratch, and creamy
Queso Blanco.
Del Taco’s new advertising campaign, “Celebrating the Hardest
Working Hands in Fast Food,” further communicates the company’s
commitment to providing guests with fresh, quality food prepared by
hand every day. Founded in 1964, today Del Taco serves more than
three million guests each week at its more than 560 restaurants
across 14 states. For more information, visit www.deltaco.com.
Media ContactJoshua LevittCanvas
Blue949-981-0757jlevitt@canvasblue.com
A photo accompanying this announcement is available at
http://www.globenewswire.com/NewsRoom/AttachmentNg/baaa2a83-8ac1-4a08-89f0-bc1c57a23a5f
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