Industry News | March 1, 2006

Del Taco Debuts Crispy Fish Burrito

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On the tail of its successful Crispy Fish Taco, Del Taco expects to reel in more customers with its new Crispy Fish Burrito that makes its debut today. With two crispy fish fillets, a new ancho chili sauce, crunchy cabbage, freshly made salsa all wrapped up in a warm flour tortilla and a lime wedge for Del Taco's authentic touch, the Crispy Fish Burrito adds new flavor to the company's burrito offerings and will sell for $2.89.

"With more than 13 million sold, Del Taco customers have fallen for the Crispy Fish Taco - hook, line and sinker," said Sharon Fogg, vice president of marketing for Del Taco. "We think they'll find the new Crispy Fish Burrito an even bigger catch."

The new menu item will be supported by a new ad that features Dan the Del Taco product guy. In the ad, Dan takes a crusty boat captain in search of his favorite fishing spot - the Del Taco drive thru. While getting bag after bag of this new favorite burrito from the drive-thru window, Dan quips "we're gonna need a bigger boat," in a slight spoof of the popular scene from Jaws when upon seeing the large shark, Roy Scheider's character declares the same thing. The spot was created by Tustin, Calif.-based Brainsaw.

Crispy Fish Burrito

The new spot will air in Phoenix, Flagstaff, Bullhead City, Yuma, and Payson, Ariz.; Los Angeles, San Diego, Palm Springs, Sacramento, Bakersfield, Fresno, Modesto, Santa Maria, Yucca Valley and Blythe, Calif.; Denver, Colo.; Detroit, Mich.; St. Louis, Mo.; Billings, Mont.; Las Vegas and Reno, Nev.; Portland and Eugene, Ore.; and Salt Lake City and St. George, Utah.

Del Taco continues its offerings with the introduction of a new Macho Roast Coffee in a larger, 16-ounce cup. Complete with Del Taco irreverence, the new cup comes with a heat warning - "grip & sip but don't burn your lip." The heat sleeve continues the humor with a story that explains how Macho Roast is just a bold, fresh-roasted cup of coffee without romantic origins.

Brainsaw also developed a new radio campaign that features a crusty sea captain comparing his fish stories to Del Taco's boast of 13 million fish tacos. The spot also promotes the Macho Roast using the line, "if you think CPR stands for coffee provides resuscitation, then Macho Roast is for you." The radio ads begin airing March 1. sh Burrito that makes its debut today.