Del Taco Returns to TV Advertising with a Meaty Message; NEW Grilled Steak Burrito Launches This Week.ORANGE, Calif.--(BUSINESS WIRE)--March 27, 1996--Del Taco returns to TV this week with the introduction of its NEW Grilled Steak Burrito promotion. On the heels of Del Taco's successful grilled steak quesadilla que·sa·dil·la n. A flour tortilla folded in half around a savory filling, as of cheese or beans, then fried or toasted. [American Spanish, from Spanish, diminutive of quesada, promotion, the company is supporting the Grilled Steak Burrito with a multi-layered advertising campaign including heavy television advertising in five markets. "The Grilled Steak Quesadilla confirmed that the consumer wants good taste and hearty ingredients," says Lou Franson, Del Taco's new vice president of marketing. "The Grilled Steak Burrito is a bigger taste and provides a natural entree to take Del Taco Del Taco is a chain of North American fast-food restaurants specializing in Mexican-style offerings as well as American foods such as burgers, fries and shakes. The first Del Taco restaurant was founded in Yermo, California in 1961 by Ed Hackbarth and David Jameson. back to television advertising." The NEW Grilled Steak Burrito, which sells for $1.99, contains USDA-inspected sirloin steak, rice, freshly grated cheddar cheese and grilled onions. The commercial, created by Italia/Gal Advertising of Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , highlights the Grilled Steak Burrito and the chain's new restaurant concept. The transition to television advertising is an evolutionary step for Del Taco which is in the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?" midmost of an ambitious program to grow outside Southern California. Del Taco plans to have 1,000 restaurants by the year 2000. "As we grow our presence across the country, consumers are going to want to see what we're all about, and we've got a lot to show them -- an exciting, fun restaurant concept offering great-tasting, freshly prepared Mexican food," Franson said. "TV is a part of the strategy to establish the brand in the minds of the consumer." Del Taco, a 30-year-old privately held company privately held company A firm whose shares are held within a relatively small circle of owners and are not traded publicly. , is the second largest Mexican-style fast food restaurant chain in the country. CONTACT: Lou Franson, 714/289-4234 or Barbara Stange APR APR See: Annual Percentage Rate , 714/846-2324 |
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