Wednesday, June 27, 2018

Del Taco Looks to Differentiate With Two Tier Pricing and Fresh Food Fast

Fresher, faster, and more flavorful Del Taco is rebranding itself to out-position the competition in the minds-eye of the consumer before Taco Bell or Chipotle according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Del Taco’s new tagline is Fresh Mexican Grill just like McDonald’s Del Taco is betting that when you combine a two tier pricing strategy with freshness and innovative new products customer trial and migration will follow
Del Taco unveiled its system wide brand refresh which included implementing a combination of new back-of-house and guest-facing initiatives to further differentiate and separate itself in the crowded quick-serve and fast casual landscape. Initiatives included in the brand refresh are:
1.       Reimagined packaging, with a more contemporary design and color palate inspired by the brand’s Southern California heritage
2.       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
3.       Redesigned panels of interior and drive-thru menu boards7
4.       Quesadilla equipment innovation designed to provide a more caramelized exterior and melty interior8
5.       Crew uniforms that celebrate the fresh preparation Del Taco teams do everyday in each restaurant
6.       New concept tagline—Fresh Mexican Grill
7.       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
8.       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
M. Barry Westrum, Del Taco’s chief marketing officer stated “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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