Del Taco, the nation’s second largest Mexican quick service restaurant, is making significant changes to their menu in order to innovate and keep their recovery momentum going.
Starting next week, you’ll be able to order three new items all featuring Del Taco’s latest menu offering—the crispy chicken. The additions include a $4 Crispy Chicken & Fries Box, a $5 Epic Burrito, and a $1 Crispy Chicken Taco, which also marks the first addition to Del’s Dollar Deals menu launched in January.
This sets Del Taco apart as the nation’s only quick-service Mexican restaurant to offer fried chicken. And this isn’t the only way the beloved taco joint is currently standing out and building up brand loyalty—to celebrate the national drive-thru day which is today, Del Taco is turning all of their drive-thrus into “Guac-Thrus” for the day, offering a free scoop of guac on literally ANY fast food item, even if purchased from another chain. The giveaway is supposed to spread the gospel of their freshly-made guac, another recent addition to their menu.
The chain has been relying on such innovations as part of their recovery plan. Besides a menu revamp, which also included cutting some items, they’ve recently launched a new mobile app giveaway program, added delivery-only kitchen stations to boost the takeout business, and made improvements to their drive-thru experience. “The focus is really just trying to maintain that, if not improve it,” said CFO Steve Brake of recent changes.
While the company’s dine-in locations are still closed, the chain and its franchises have been able to stay profitable by focusing on drive-thru, takeout, and delivery. They’ve expanded their third-party delivery partnerships during the pandemic, which now include DoorDash, Uber Eats, Grubhub, and Postmates (although they did increase their prices on these platforms to account for thinner margins).
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