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According to the company, the new campaign uses a three-pronged approach in which it first plans to get the attention of customers with breakfast burritos at a regular price point of 59 cents. The second step is to introduce breakfast meals with new hashbrown sticks and multiple beverage offerings.
"Strategically, we expect 59-cent breakfast burritos to do for our breakfast what 49-cent tacos have done for our lunch and dinner," said Tim Hackbardt, vice president of marketing at the 415-unit chain.
With the breakfast burrito, Del Taco's breakfast menu now looks more like its regular menu: 59-cent breakfast burritos hold down the cheap-eats position, while larger items, like the Steak and Egg burrito and the Macho Bacon and Egg burrito (weighing in at one pound) offer more food for more money.
The new breakfast meals feature the Macho Bacon and Egg burrito, Egg and Cheese burrito, Steak and Egg burrito, or Bacon and Egg quesadillas, as well as a side of the new hashbrown sticks and three different beverage choices, for $2.99 to $4.29.