Last month, Del Taco CEO John D. Cappasola Jr. told investors that consumers were devouring its Chicken Quesadilla Snacker, the brand’s newest addition to the Buck and Under menu.
The problem: the product became too popular, hurting check averages and putting a slight dent into same-store sales. As a result, Cappasola Jr. said the Mexican quick-service chain would pivot its marketing to showcase mid-tier and premium items.
This week, the Lake Forest, Calif.-based brand is making good on that promise with the introduction of the 2 for $5 Mix and Match Classic Burrito special, which allows customers to choose two of the chain’s five classic burritos for $5. The deal will be available through Sept. 26.
Del Taco joins quick-service competitors Taco Bell and McDonald’s in offering combo deals at the $5 price point.
In promoting the deal, Del Taco takes a jab at its Goliath rival Taco Bell, whose $5 Box deal is popular and available nationwide. The Taco Bell deal typically includes two or three value items like Crunchy tacos and Nacho Fries and a beverage.
Del Taco’s $5 deal includes combining burritos that normally cost between $3.49-$3.69, so customers save at least $2 on the special.
“Five-dollar box deals limit your choices by boxing you in to set products, forcing you to choose between a low price and getting what you really want,” Barry Westrum, Del Taco’s Chief Marketing Officer, said in a statement. “We’re changing the game on what $5 value deals can mean when it comes to restaurant value,”
The five mid-tier burritos included as choices are the Del Combo Burrito, Classic or Spicy Grilled Chicken Burritos, the Del Beef Burrito, and the 8 Layer Veggie Burrito.
“We love giving our guests the ability to mix and match their favorites, or try something new,” Westrum said.
In early August, McDonald’s also launched 2 for $5 Mix & Match Deal. Customers can choose two items from a list of classic menu items including the Big Mac, Filet-O-Fish, a 10-piece Chicken McNuggets and the Classic Chicken Sandwich.
Del Taco has more than 560 locations.
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