Del Taco Epic Burrito

Del Taco's Chicken Avocado Epic Burrito

Del Taco CEO details foray into premium items

Value-oriented, quick-service Mexican chain debuts higher-priced items, and it works

When Paul Murphy became chairman and CEO of Del Taco in February 2009, he was surprised to find that the quick-service Mexican chain didn’t take full advantage of its working kitchens.

Del Taco’s kitchens weren’t automated. So the brand, known for its extensive menu of items priced at less than $1, made its beans fresh every day and grated its cheese from blocks. Yet its menu — and its marketing — focused on low-cost items.

“They did

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