News

Del Taco rebrands with 'fresh' focus

June 21, 2018

Del Taco is launching a brand refresh that puts the emphasis on value, freshness and heightened hospitality. It all builds off what it says is the brand's QSR-plus repositioning that a news release said has helped the chain achieve 18 consecutive quarters of positive same-store sales growth and five fiscal years of positive company traffic.

The new back-of-house and guest-facing initiatives include: 

• New "Fresh Mexican Grill" tagline. 
• "Celebrating the Hardest Working Hands in Fast Food," ad campaign focused on fresh prep. 
• In-restaurant "Fresh Produce Chalkboard" showing where produce grown, picked and who prepared it that day.
• New modernized Southern California-inspired packaging color palette.
• More personalized interactions using guests' and employees' names. 
• Redesigned interior and drive-thru menu boards.
• More caramelized quesadillas with more thoroughly melted interiors thanks to equipment innovations. 
• New fresh-focused crew uniforms.  

"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," CMO M. Barry Westrum, said in the release. 
The brand is also expanding its Buck and Under Menu with a $1 chicken quesadilla snacker at its 560-plus locations.