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June 26, 2018

QSR Del Taco unveils system wide brand refresh

Mexican-American quick service restaurant (QSR) Del Taco has unveiled brand refresh initiatives to further increase its presence in the QSR-plus space.

Mexican-American quick service restaurant (QSR) Del Taco has unveiled brand refresh initiatives to further increase its presence in the QSR-plus space.

The company is currently implementing a range of new back-of-house and guest-facing initiatives as part of the rebranding.

These initiatives include launching a new concept tagline, Fresh Mexican Grill, as well as a new holistic advertising campaign, ‘Celebrating the Hardest Working Hands in Fast Food’.

The ad campaign highlights fresh ingredient preparation, including chopping, grilling, slicing and shredding across the brand’s menu items.

“We’re further leaning into what enables this brand to continue to differentiate itself from Taco Bell and Chipotle.”

Del Taco also plans to revamp the packaging of its products by introducing a contemporary design and colour palette.

Hospitality initiatives under this rebrand include focusing on creating more personalised interactions, such as calling guests by name rather than an order number, as well as team members introducing themselves by name.

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Other initiatives include redesigning interior panels and drive-thru menu boards, introducing Quesadilla equipment exterior and interior designs and new uniforms for members of staff.

Del Taco chief marketing officer M. Barry Westrum said: “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.”

In addition, the fast food chain is expanding its Buck and Under Menu by launching its Chicken Quesadilla Snacker, available for $1.

Westrum added: “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.”

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