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Del Taco hires industry vet as CMO

Tim Hackbardt, who worked for the chain from 1999 to 2003, will take over marketing efforts for the quick-service brand.
Del Taco storefront
Photograph: Shutterstock

A veteran executive of a number of restaurant brands has been named CMO of Del Taco Restaurants Inc., the quick-service chain announced Monday.

Tim Hackbardt will take over the chain’s marketing duties. Hackbardt previously worked as a marketing executive and brand consultant for BJ’s Restaurant & Brewhouse, Rubio’s, Pieology, Steak ‘n Shake, Johnny Rockets and Lucille’s Smokehouse Bar-B-Que. From 1999 to 2003, he led marketing for Del Taco.

“We are pleased that Tim has rejoined Del Taco permanently as our chief marketing officer,” said John Cappasola Jr., Del Taco’s president and CEO, in a statement. “Over the last three decades, he has successfully driven strategies and innovation to attain one of the best track records in the industry for consistent, long-term performance. Tim also has a deep, hands-on appreciation of Del Taco’s differentiated QSR+ positioning and of the importance of being nimble.”

The Lake Forest, Calif.-based chain, which has 586 units, has struggled with falling traffic. 

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