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Del Taco LLC | Company Profile, Marketing Contacts, Media Spend, Brands

Del Taco is one of the largest taco fast food chains in the world. The company operates more than 495 restaurants in 14 states, and offers a range of Mexican fare, as well as traditional American meals like burgers and fries.

Main Telephone (949) 462-9300
Main Fax (949) 462-7444
Primary Address
25521 Commerce Center Drive
Suite 200
Lake Forest, CA 92630

Del Taco LLC Contacts

Contacts (5/14)
Name Title State
John C. Chief Executive Officer CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (949) 462-9300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 25521 Commerce Center Drive
Suite 200
Lake Forest, CA

Barry W. Chief Marketing Officer CA
Steven B. Executive Vice President & Chief Financial Officer CA
Peter H. Senior Vice President, Finance CA
Chad G. Senior Vice President, Operations Support & Engagement CA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Del Taco LLC *******

Agency Relationships

Brand Agency Service From To
*** **** *** ***** ******** creative 2008 present
*** **** *** ********** ****** ********* *** AOR - public relations 2013 present
*** **** *** *********, ***. Media Planning 2016 present

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Rumor Update - Del Taco 2017 media planning beginning shortly?

Subject: TV, radio, outdoor, digital, social media, video

Company: Del Taco, No. 2 Mexican fast food chain behind Taco Bell. It operates almost 550 restaurants in 16 states. 

Update (10/20): This is just a reminder Corona Del Mar, CA-based Mediaspot, Del Taco's new media AOR (more info below), should be staffed up shortly. We were told this summer that the new shop would take over the account by the end of September, so start making introductions now to secure 2017 traditional and digital media budgets. 

Del Taco's advertising levels should remain at higher levels in support of the updated UnFreshing Believable 2.0 campaign and new menu items. Platos launched system-wide earlier this month to help grow dinner revenue. it followed The Del Taco, a bigger, crunchier version of the QSR's beef taco that launched in June. Already, The Del Taco is the chain's most successful menu introduction, with more than 11 million sold. 

Below published 7/22


Opportunity: We've been told media planning and buying is moving to Corona Del Mar, CA-based 

So, start engaging Mediaspot now to secure revenue from Q3 on for the "UnFreshing Believable" ad campaign, which was updated in June, said John Cappasola, EVP and chief brand officer, during the Q2 earnings call. As such, expect Del Taco's advertising levels to remain relatively high to take advantage of Chipolte's continued bumbling (research here). 

Millennial-focused sellers in California will have an advantage securing ad dollars since 82% of company-owned stores are located there (about 45% of all stores).  But keep emerging markets Oklahoma (2 locations currently) and Georgia (9 locations currently) on your radar, too. Del Taco aspires to reach 2,000 locations long-term, opening up national revenue down the line.

Agencies - creative reviews often follow media, so shops with experience in this space should remain on decision makers' radar. Your competition will be Camp + King, which has already handled creative beyond average AOR tenure (2.5-3 years). 

Additional Insight

Incumbent: Palisades had media since 2006, according to Winmo.

Media Spend: Del Taco spent about $15 million on advertising in 2015 and 2014, according to filings with the SEC. Most of this supported local/cable TV and local radio ads in primary markets. Budget also supports print, digital and billboards in some less developed markets. 

Del Taco
25521 Commerce Center Dr.
Suite 200
Lake Forest, CA 92630

John Cappasola
​Chief Brand Officer
Direct Dial: (949) 462-9300 ext 7370

Noah Chillingworth
​Vice President, Marketing
Direct Dial: (949) 462-9300  ext 7455