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Marketing

Del Taco launches a new value menu

The company’s "20 Under $2” menu features a large number of new and existing products.
Del Taco value
Photograph: Shutterstock

Del Taco on Wednesday unveiled its new “20 Under $2” value menu, which it says features the largest number of items in the quick-service restaurant business.

The menu features a wide selection of new and existing tacos, burritos, drinks and snacks. It comes as many chains have shifted their focus away from value amid rising prices and a consumer that is more focused on convenience.

“While other brands are getting rid of their value menus, we are expanding ours to bring our guests a wider variety of items,” Del Taco Chief Marketing Officer Tim Hackbardt said in a statement. “We know our guests are concerned about rising gasoline prices and overall inflation, and that’s why we think this is the right menu at the right time.”

Inflation has been a major issue in the economy, as higher supply and labor costs have led to higher prices. Fast-food restaurants, for instance, have raised prices 7.9% over the past year, according to federal data.

Yet those prices haven’t been enough to offset higher costs. Restaurants have thus avoided aggressive value offers that frequently come in January when sales are slowest.

Del Taco, however, is betting that its value offer can bring in more customers, and the $2 price point is higher than previous price points attached to value menus.

The menu features several new items, including a Chicken Taco Del Carbon Guac’d Up, a Chipotle Crispy Chicken Taco, Crispy Chicken Tacos Guac’d Up, Snack Queso Quesadilla and Strawberry Sprite. It also features Strawberry Lemonade, miniature-sized versions of the chain’s shakes and several other items.

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