Kudos from Del Taco Restaurants Inc. CEO John Cappasola went out recently to CMO Tim Hackbardt and the chain’s agency of record for helping drive improved business for the Lake Forest-based chain in its latest quarter.
With Del Taco now ramping ad spend back up to normal levels in the current quarter, the market can expect to see a “more reverent and humorous” brand voice from Del Taco, Cappasola told analysts this month.
Social engagement increased about four-fold as a result of the new creative, according to Cappasola.
Overall, the business swung to a profit of $5.8 million in the quarter ended Sept. 8 from a $7.7 million loss a year earlier. Revenue was about flat from a year ago at $120.8 million. Del Taco (Nasdaq: TACO) is valued at nearly $300 million.
Hackbardt was appointed to lead marketing in February and, in June, brought on Costa Mesa-based Skiver Advertising Inc. to handle the business, switching from Camp + King of San Francisco. The September hiring of Erin Levzow to the newly created position of vice president of marketing and technology followed as the chain continues its focus on what Cappasola called a digital transformation.
That’s a reference to both the Del Taco app, now at 1.2 million registered users, and third-party delivery channels to expand its services in step with the continued rollout of new menu items, the most recent of which was a deal with Cholula for six limited-time menu items. More than 90% of Del Taco’s franchised locations offer delivery via at least one third-party company.
Levzow’s experience in digital, mobile marketing, e-commerce and loyalty programs at companies such as Palms Casino Resort, MGM Resorts International and Wingstop Restaurants will come in handy as Del Taco turns to next year and the development of a CRM (customer relationship management) platform. The goal would be to use digital to further evolve the company’s incentive programs.
2021 will also see the company rolling out store associates outside to make drive-thrus run more efficiently, curbside pick-up testing and more party or family size menu offerings.
