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Del Taco beefs up value with discounted taco price

Promising to “blow up the definition of value,” the quick-service Del Taco chain on Wednesday dropped the price on its 59-cent beef tacos to 39 cents for a limited time.

Officials at the Lake Forest, Calif.-based chain said the product remains the same, with seasoned beef, cheddar cheese and lettuce in a soft or crunchy taco shell.

“Our competition may ask, ‘Is Del Taco out of control?’” said John Cappasola, Del Taco’s vice president of marketing. “Our tacos were already a great value — but 39 cents is insane value.”

Cappasola added, “Actually, we think this promotion is the right idea at just the right time. The economy is at a stand still, and at this price, Del Taco fans can go crazy for our great-tasting tacos.”

The value play follows Taco Bell’s rollout this week of new street-food-inspired Cantina Tacos, made with grilled chicken, beef or pork carnitas on a soft corn tortilla with chopped onion, cilantro and a lime wedge. The Cantina Tacos are priced at a recommended $1.49 each or $2.79 for two.

Taco Bell also offers its traditional beef tacos for 89 cents on that chain’s “79-89-99 Why Pay More” value menu. Earlier this summer, Taco Bell launched a $2 meal deal with various options paired with a bag of Doritos and medium drink.

With 515 units in 16 states, Del Taco is known for its hybrid menu, offering traditional Mexican fare alongside burgers and fries.

Contact Lisa Jennings at [email protected].

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