Industry News | April 24, 2009

Del Taco Puts Chicken in the Spotlight

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In these financially difficult times, Del Taco declares the “Bird is the Word” for great flavor and superior value. Today, the nation’s No.2 Mexican quick-serve chain launches a promotional campaign centered around its popular grilled, marinated chicken menu that emphasizes more food, more flavor and more value.

“Del Taco is very proud of our signature chicken menu items,” says John Cappasola, vice president of Marketing at Del Taco. “They offer our customer real quality for the money and flavor you can’t beat.“

Del Taco’s signature Chicken Soft Taco is the headliner in new TV and radio ads. A customer favorite, the Chicken Soft Taco features grilled marinated chicken, fresh lettuce and tomatoes, real cheddar cheese, topped with Del Taco’s flavorful secret sauce and folded in a flour tortilla. At 99-cents, it’s a real everyday value.

The Chicken Soft Taco will also be the star of Thursday nights as this week Del Taco kicks off Chicken Soft Taco Thursdays by offering three Chicken Soft Tacos for $2.09. The offer runs from 3-11 p.m. on Thursdays and is a complement to the crowd-pleasing Tuesday Taco Night promotion. Del Taco will also be featuring a two-fer promotion with two Del Classic Chicken Burritos for only $5. The Del Classic Chicken Burrito features grilled marinated chicken, fresh lettuce and tomatoes, real cheddar cheese, and Del Taco’s secret sauce wrapped in a warm flour tortilla. Price and participation may vary.