MarketDel Taco
Company Profile

Del Taco

Del Taco Restaurants, Inc., trading as Del Taco, is an American fast food restaurant chain focused on a variety of tacos, burritos, french fries, and burgers. Del Taco is a subsidiary of Yadav Enterprises and is led by Chief Transformation Officer Ulyses Camacho. It is headquartered in Lake Forest, California and has approximately 595 locations in 18 US states.

History
1960s The first Del Taco restaurant was opened by Ed Hackbarth and David Jameson in Yermo, California, east of Barstow, on September 16, 1964, That same year, the original Del Taco sun logo was created. In 1967, Del Taco introduced their bean and cheese burrito with green or red sauce. Del Taco launched a $14 million program to redesign its restaurant exteriors, kitchens and corporate logo. The company presented its Concept 2000 restaurant design, and in August 1992 introduced its new logo. In place of the orange and blue sunset, there was a yellow sun that rose over green mountains against a red background. These colors represented the primary ingredients of Del Taco food: cheese, lettuce, and tomatoes. Later thatyear , executives announced plans to expand the chain to 500 stores by 1995, and to add another 225 by 2000. The first new markets it sought were Las Vegas, Nevada; St. Louis, Missouri; and the Northeast Corridor. In January 2008, Del Taco announced the opening of its 500th restaurant in Burbank, California. On April 27, 2009, a new Del Taco opened in Oviedo, Florida, marking the first time since the 1980s that Del Taco was available in the Orlando area. This location has since closed. There are two other Orlando locations still open. 2010s Del Taco returned to Texas in November 2010 with a new location in Denton, Texas. W. R. Grace and Company had previously owned and operated locations in Texas with a licensing agreement in 1978, but sold the restaurants to Taco Bell in 1992. Guillermo Perales, one of the largest Hispanic restaurateurs in the nation, signed a franchisee agreement in 2011 to open additional locations in the Dallas-Fort Worth area of Texas. In 2011, Del Taco opened four locations in Colorado in Denver and Colorado Springs; it grew to 21 stores across the state. In March 2012, a location opened in Houston with plans for further expansion in the Houston area (that location was defunct by May 2015), including both Harris County and Montgomery County. In December 2012, a Del Taco opened in Cedar Park, Texas. Another was opened in Round Rock, Texas, in 2013. In April 2013, Del Taco entered Alabama by opening its first restaurant in Dothan, Alabama. A second restaurant opened in Montgomery, Alabama, in October 2013 only to close in February 2016. Del Taco entered Oklahoma in December 2013, opening its first store in Moore. In summer 2014, a store opened in Edmond, Oklahoma. Del Taco was purchased by Levy Acquisition Corporation and became a public company on June 30, 2015. 2020s , California, occupying a former Naugles location In October 2020, Del Taco opened its first Ohio restaurant in Columbus, Ohio. In September 2021, Del Taco announced it was expanding into Virginia. The first restaurant in Virginia was opened in July 2024 in Chesapeake. In the same month, Del Taco released their new rewards program app, called "Del Yeah! Rewards". On December 6, 2021, Jack in the Box announced it was acquiring Del Taco, saying the merger will cause both companies to benefit "from a stronger financial model, gaining greater scale to invest in digital and technology capabilities, and unit growth for both brands". The combined company will have more than 2,800 locations across 25 states. The acquisition closed in March 2022 for about $585 million. Jack in the Box previously owned Mexican fast casual purveyor Qdoba, which it divested in 2018. On February 27, 2025, 18 of the 19 Colorado Del Taco locations closed abruptly. With notice posted at each location, "We regret to inform you that effective [Thursday], all Colorado Del Taco locations are closed until further notice," the sign posted on the door said. "We thank you for your patronage, the memories we have created together, and wish you well." The 18 locations were owned by one franchisee, while the remaining Grand Junction, Colorado location is owned by a separate entity. On June 20, 2025, Del Taco corporate sent out a promotional email to mailing list subscribers in Colorado titled "Guess who’s coming back? And we’re bringing the tacos.", teasing a reopening without announcing a date. On October 16, 2025, Jack in the Box sold Del Taco to Yadav Enterprises for $115 million. The sale was finalized on December 22, 2025. ==Availability==
Availability
The chain operates in 17 US states, 1 US Territory (Guam), and had 594 locations as of May 1, 2023. The majority of their restaurants are in California. Del Taco also operates in several other states, including Alabama, Arizona, Colorado, Florida, Georgia, Idaho, Michigan, Nevada, New Mexico, Ohio, Oklahoma, Oregon, Utah, Virginia and Washington. The company has a handful of locations east of the Mississippi. Las Vegas, Nevada, has the most Del Tacos of any single city, and California has the most Del Tacos of any state. ==Products==
Products
Del Taco's standard menu includes: Since this introduction, Del Taco has created multiple other vegetarian and vegan menu items using Beyond Meat's plant-based crumbles including the Beyond Avocado Taco, the Epic Beyond Cali Burrito, and the Beyond 8 Layer Burrito. On January 29, 2020, Del Taco launched a new dollar menu, with items costing a dollar or less before tax. ==Marketing==
Marketing
The first mascot of Del Taco was a character of the same name used from 1999 through 2000. Del Taco was sued by Zorro Productions, Inc., and Tristar Pictures, Inc., who claimed that the "Del Taco" character – masked and costumed in black – infringed on their rights to the trademark Zorro figure. Del Taco settled the suit in January 2000, agreeing to make changes to the Del Taco character, and soon discontinued the ad campaign. From August 2007 through July 2008, Del Taco featured "The Beast" in their commercials. "The Beast", a personification of hunger, typically stood next to a customer and persuaded him to order a particular item (or items) so that they could "Feed the Beast" (Del Taco's slogan). "The Beast" made his debut in August 2007 promoting Del Taco's improved Chicken Soft Taco. He also endorsed the Crispy Fish Taco in February 2008, the improved Chicken Quesadilla in April 2008, and Del's Deal in June 2008. Del Taco has used a variety of commercials to promote the slogan, "Go Bold or Go Home". The first commercial featured a team of miniature "Mole Men" to promote the Spicy Chicken Mole Soft Taco, which aired in August 2008. Ads included Del Taco's promotion of their improved regular taco in September 2008, the Classic Combo Deal in November 2008, three separate meal deals for under three dollars in January 2009, the crispy shrimp taco in February 2009, the chicken soft taco in April 2009, and the chicken fajita burrito in June 2009. On June 27, 2018, Del Taco launched a campaign celebrating employees' successes while working at their restaurants using the new slogan, "Celebrating the hardest working hands in fast food," although the slogan, "That's unfreshing believable", is still used to promote their fresh food. ==Popular culture==
Popular culture
• On the Netflix show Grace and Frankie, Frankie, played by Lily Tomlin, regularly mentions her love of Del Taco throughout the series. Scenes include her revealing that she and her husband once bought a franchise and Frankie taking Grace for her first Del Taco visit. • A popular video posted in early 2016 to Vine by user Gasoleen TV featured a woman reading a Del Taco sign that had incorrect spacing. The sign said: "FR E SH A VOCA DO" Del Taco has gone on to use this phrase on a Twitter marketing campaign. == Controversies ==
Controversies
In 2018, the US Equal Employment Opportunity Commission (EEOC) filed a lawsuit against Del Taco, stating that the shift leader and general manager of stores near Rancho Cucamonga, California, harassed female employees through vulgar comments, physical conduct, and propositions of sex. The EEOC stated that the harassment occurred almost daily, and those who spoke up were retaliated against by having their work hours shortened or schedules changed. In December 2020, Del Taco settled the lawsuit by agreeing to pay $12.5 million and enter a three-year consent decree. The decree required Del Taco to train employees on anti-discrimination laws with an emphasis on sexual harassment, retain an employment monitor, and make it easier for employees to report harassment and discrimination. In 2017, Del Taco was accused of violating state wage and hour laws, with the case including people who worked for the company between 2012 and 2021. In June 2022, Del Taco agreed to settle a class-action lawsuit in California for $50 million. ==References==
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