Thursday, January 14, 2016

Del Taco Price Matters

Lookout Taco Bell, McDonald’s, Burger King, and Wendy’s Del Taco understands that price matters and has revamped its menu to include 16 items all offered for $1.00 or less. Foodservice Solutions® Grocerant Guru® stated “retail foodservice is cyclical and each of The FIVE P’s of Food Marketing plays an important roll.”  

There are times each of the Five P’s takes center stage and once again in 2016 Price is a key driver in both the restaurant sector and grocery sector we will see price completion ramping up. Regular readers of this blog know that we predicted this last fall. 

When John Cappasola, executive vice president and chief brand officer announced that Del Taco would offer 16 menu items for $1.00 or less Foodservice Solutions® team knew this was about two things first drive customer counts, second drive top line sales and bottom line profits. 

Del Taco’s expanded menu features new menu items and longtime favorites ranging from Chipotle Chicken and Ranch Chicken Rollers, as well as six breakfast items, all made-to-order using fresh ingredients. With an unparalleled range of choices starting at just 59 cents, the lowest starting price in the segment, Del Taco guests never have to settle for less when it comes to value” according to Cappasola. 

Del Taco’s Buck & Under Menu features fresh ingredients not commonly found on value menus, such as handmade pico de gallo salsa, Cheddar cheese grated by hand in our kitchens, marinated chicken grilled fresh in-house, and 

Ready-2-Eat and Heat-N-Eat fresh prepared food that is price to drive customer counts will prove to be a pantry buster for grocery retailers, mid-scale restaurants and may drive QSR sales from 79% of visits in 2015 to 81% if the prices hold all year according to our Grocerant Guru®. Are you price competitive?  specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a brand leveraging integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit, or Contact

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