Lake Forest, Calif. (November 7, 2013) – Del Taco is about to make your day epic with the nationwide launch today of Epic BurritosTM, three new premium burritos with epic size, flavors and value. Created to expand the choices for guests seeking larger, higher quality burritos with unique flavors, the new burritos range from 14.0 to 18.5 ounces in weight and are priced from $4.99. Del Taco is celebrating the launch by offering a free medium drink to guests who purchase an Epic BurritoTM between November 11 and 20, 2013 at participating locations.
Epic BurritosTM deliver unbelievable value for the level of freshness and quality of ingredients. The new burritos feature a new, more authentic tortilla with buttery flavor notes, and are served wrapped in a silver foil wrapper. Varieties include:
“Epic Burritos represent an epic change in Del Taco’s menu strategy,” said John Cappasola, chief brand officer, Del Taco, LLC. “Burritos have been reframed by fast casual competitors who have increased guest expectations around size, flavor and variety. With Epic Burritos, we are satisfying those expectations with the same freshness and value proposition that defines the Del Taco brand, but with the convenience of a drive thru and at a lower price point.”
Following the August launch of the CrunchTada Tostada and CrunchTada Pizzas, Epic BurritosTM represent the next series of planned menu innovations that will deliver Del Taco’s unmatched value for quality and freshness.
Epic BurritosTM are a natural fit for Del Taco’s “UnFreshing Believable” brand advertising campaign, which was launched earlier this year to communicate the lengths to which the company goes to deliver quality, made-to-order menu items that taste better because they are created with freshly-prepared ingredients. Fresh ingredients such as cheddar cheese grated from 40-pound blocks throughout the day, hand-made pico de gallo salsa, hand-chopped tomatoes and cilantro, lard-free beans slow cooked from scratch and marinated chicken grilled in the restaurant are at the core of Del Taco’s menu items and its brand promise.
At Del Taco, all menu items taste better because they are made to order with fresh ingredients including cheddar cheese grated from 40-pound blocks, handmade pico de gallo salsa, lard-free beans slow-cooked from scratch, and marinated chicken grilled in the restaurant. The menu includes classic Mexican dishes such as tacos, burritos, quesadillas and nachos as well as American favorites including hamburgers, crinkle-cut fries and shakes. Earlier this year, Del Taco announced a rebranding effort and the “UnFreshing Believable” advertising campaign to communicate the lengths the company goes to in order to deliver quality, made-to-order menu items created with freshly-prepared ingredients. Del Taco also serves breakfast featuring a full line of breakfast burritos. Del Taco has more than 545 restaurants in 18 states serving more than three million guests each week. Consumers can receive coupons for free food by "liking" Del Taco on Facebook at www.facebook.com/deltaco or joining our Raving Fan eClub at www.DelTaco.com/RavingFan. For more information, please visit www.facebook.com/deltaco or www.deltaco.com.
SOURCE Del Taco