Del Taco Introduces Fresh, New Look: Updated Logo, New Store Prototype Unveiled
New Logo Makes First Appearance at Los Angeles, Irvine, Calif. and Dallas Locations
(Lake Forest, CA) August 8, 2011 – Del Taco is proud to announce the introduction of a new logo and the testing of a new restaurant prototype. After months of research, both are making their first appearance together at new locations in Los Angeles and Irvine, Calif., as well as Irving and McKinney, Texas. The company’s new logo will be phased in through marketing and advertising efforts beginning in Q4 while the new store prototype will be evaluated and refined over the next few quarters.
“We have a legacy of well-established value – great food at a great price,” said John Cappasola, Del Taco’s Chief Brand Officer. “With our new look, we maintain our value heritage while adding emphasis to the quality, freshness and great care we put into our food preparation every day in all of our Del Taco restaurants.”
Del Taco tapped the San Francisco-based brand strategy and retail design firm Tesser, Inc. to help with the redesign of both the logo and the prototype.
“Tesser was the perfect partner for both the identity and prototype initiatives,” said Cappasola. “Tre Musco and his team immersed themselves in the Del Taco brand and were instrumental in bringing our positioning to life creatively and economically.”
“Tesser was very excited to be selected as Del Taco’s partner. The Del Taco team was 100% focused on the big picture and encouraged the project team to really push the brand forward. The end result really pays homage to the quality and freshness of the food and to the bold attitude of the brand. The final deliverable is a truly unique and stand-out future vision which will set a new bar for the category,” said Tre Musco, Tesser CEO.
Del Taco’s fans also contributed significantly to the final logo and current new store prototype. Through focus groups and online surveys, Del Taco customers were given a chance to weigh in and assist in refining the new logo, new building design, and new colors.
“Our fans are at the heart of the brand, so it was critically important for us to engage this community and integrate them into the process for both the new logo and new prototype,” said Cappasola.
A Nod to the Past, While Setting the Stage for the Future
The new logo makes use of a contemporary color scheme and a unique brush style font while retaining its familiar look. The design elements of the logo are a nod to the company’s heritage, with the classic Del Taco “buzz saw” sun and rolling hills built into the design.
“The new logo retains the positive equity we have built up over the years while capturing the energy and confidence of this great brand as we position Del Taco for the future,” Cappasola said.
Del Taco’s new logo will adorn a prototype design that also utilizes contemporary colors and expands on the freshness theme with a redesigned interior and exterior.
“The logo and prototype were designed in concert with complementary elements that enliven one another and stand out from the street while inviting customers to explore the interior, ” Cappasola said. “Guests will see the new logo standing against a fresh color palette and new architectural elements designed to elevate Del Taco in a crowded fast-food landscape.”
Del Taco’s new interior features an updated, inviting dining room with new seating combinations that offer a flexible and comfortable setting for a variety of customer occasions. In addition, visuals tell the brand’s food story and reinforce familiar messages with key phrases used throughout the prototype, including “Chicken Grilled Here,” “Beans Slow Cooked Here,” and “Cheddar Hand Grated Here.”
“Tesser’s strength is capturing the essence of a brand in design, and they did an excellent job working with our team to create a customized art package that integrates Del Taco’s quality value story into the restaurant and customer experience. This attention to food preparation detail has been part of Del Taco’s kitchens from the beginning,” Cappasola said.
Select new prototype locations will also feature a salsa bar that offer customers fresh new flavors with two different types of salsa as well as Del Taco’s signature sauces – Del Inferno, Del Scorcho and Mild sauce.
Many of the new prototype design elements were tested at the Denton, Texas location that opened last November. A location recently opened in Salt Lake City Utah, also features the new exterior colors and elements of the new interior redesign.
“The consumer response has been overwhelmingly positive and telling our food story through the new design further enhances our value position in the minds of our customers,” Cappasola said. “In fact, more than a few customers told us they hadn’t realized the lengths we go to ensure our food is always freshly prepared.”
The recently opened restaurants that feature the new logo and elements of the prototype are located at 4376 W. Sunset Blvd., Los Angeles, Calif.; 59 Technology, Irvine, Calif.; 3301 N. Belt Line Rd., Irving, Texas and 1614 W. University Dr., McKinney, Texas will open August 10th.
New Look for Menu of Venues
Over the past two years, Del Taco has developed a menu of venues that expand the chain’s flexibility to build the right facility for the right investment in a challenged real estate environment. At the center of these venues are non-traditional units such as end-cap locations with a drive thru.
The new look is an integral extension of the chain’s 2010 facility redesign, which lowered the cost to build a new Del Taco by about 30%.
“We’re able to institute the new design while maintaining our facility costs which is key for our investors and franchisees as we grow the brand,” said Jim Lyons, COO Franchise/CDO at Del Taco.
Del Taco has more than 525 restaurants in 17 states.