Del Taco, a restaurant chain nearing its 60th anniversary, has never been hotter.
USA Today recently released a list of the “10 best fast-food restaurants in the U.S.” as voted by readers. Del Taco, a California-based chain with nearly 600 locations, took home top billing.
“Del Taco’s popularity likely stems from a combination of competitive pricing and menu innovation,” R.J. Hottovy – head of analytical research at Placer.ai – told The Food Institute. “We’ve seen consumers gravitate toward value-oriented chains the past two years, but those chains that can combine value with innovative products have really stood out.”
USA Today’s top-10 list of QSRs looked like this:
10) Arby’s
9) Zaxby’s
8) Popeyes
7) Taco Bell
6) Captain D’s
5) Hardee’s
4) In-N-Out Burger
3) Chick-fil-A
2) KFC
1) Del Taco
Seeing well-promoted, national chains like Taco Bell, Chick-fil-A, and KFC on that list probably isn’t surprising. Seeing Del Taco atop the list, conversely, is undeniably eye-opening.
USA Today’s explanation of Del Taco’s number-one vote was brief, with the newspaper noting: “This popular taco stop, which serves all kinds of satisfying Mexican fare including burritos, quesadillas, and nachos, also offers burgers and fries.”
So, what else explains Del Taco’s ascent?
“Del Taco’s popularity likely reflects a more value-oriented consumer,” Hottovy said.
A reasonably creative menu, featuring fish tacos, house-made guacamole, sizable Epic Burritos, and Strawberry Lemonade Poppers helps. So do an extensive vegetarian and vegan menu. And yes, a value menu never hurts, either, with several items that cost $2 or less.
Perhaps Del Taco benefits most from the chain’s clear growth. The Mexican chain – which was acquired by Jack in the Box in 2022 for $585 million – recently opened two new locations in Florida, for instance, and it has seven new restaurant commitments in the Carolinas.
“We are incredibly proud of the success of our recent store openings, each shattering previous sales benchmarks,” Tom Rose, Del Taco’s brand president, said in a press release.
According to the chain’s website, Del Taco boasts an average unit volume of $1.63 million.
“Under Jack in the Box’s leadership, Del Taco will likely continue to build on its history of innovative menu items at a competitive pricing,” Hottovy said. “Like many QSR chains, we anticipate unit expansion with an emphasis on markets that have seen an increase in population due to migration.”
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