Dive Brief:
- Del Taco will add Epic Tortas Sept. 1 to its menu as part of its multifaceted brand initiative Del Taco Better Max, the company said Monday.
- Epic Tortas are the first menu addition that is part of this initiative, which is expected to improve Del Taco’s brand experience internally and externally.
- This strategy could also help Del Taco attract more franchisees, which was part of the company’s objective with its 2021 Fresh Flex store model.
Dive Insight:
Tortas aren’t entirely off-brand for Del Taco, which already has a burger and fry platform on its menu. But the ingredients of these menu items include Mexican flavors, which could help drive frequency and sales.
Loyalty members will be able to access the three Mexican-style sandwiches beginning Aug. 31 by ordering on Del Taco’s app or website, the company said. To market this item, the company will turn one of its Fresh Flex stores in Southern California into a “Del Torta.”
The menu item is part of the company’s holistic brand initiative that includes plans to add benefits for teams , as well as operational improvements and enhancements to guest-facing programs within the restaurant, guest service and communication regarding fresh ingredients that go into Del Taco’s new and existing menu items, the company said in an email to Restaurant Dive.
New menu items have already proven successful at the brand even though pricing increased overall by about 12%, Darin Harris, CEO of Jack in the Box, parent company of Del Taco, said during the company’s August earnings call.
The 20 for under $2 menu, which launched in January, helped provide value and increase sales, CFO Tim Mullany said, adding that its chicken roller refresh was particularly popular. Del Taco’s combo meal platform contributed the most to sales even though prices went up from $5.50 to $6, Mullany said. Same-store sales were up 3.5% during the company’s third quarter, Mullany said.
Franchisees also saw a rise in sales from these price increases, Harris said. Del Taco signed 11 new development agreements during Q3, boosting its signed agreements to 79 restaurants in 11 states since 2021, Harris said.
