Del Taco Goes Online To Bring Customers In Stores

Mexican QSR chain Del Taco recently launched a Facebook-based entertainment webisode platform, "The Del Taco Super Special Show," and grew its fan base from 20,000+ to 43,000+ in just five weeks according to VP, marketing John Cappasola. And that fanbase grew by another 15 percent since the brand released the second webisode in the series.

Aimed at hungry people with a sense of humor, the tagline is, "Eat it here; watch it online." The campaign ads appear on TV and radio, and offer consumers a coupon for a free Classic Taco redeemable at their next purchase. Del Taco is a major national Mexican quick-serve chain with more than 500 restaurants in 18 states and $568 million in annual revenues.

"The Del Taco Super Special Show is a fun way to bring the spirit of Del Taco online, which gives our customers another place to interact with the brand anytime," said Cappasola. Fan sign-ups and engagement are being driven via multiple channels. The ads will appear on network and cable TV in Los Angeles including NFL Playoffs, Lakers Basketball, SNL, Family Guy, Fox Sports and ESPN.

"This is invaluable for a chain of our size," which must gain maximum results from every budget dollar, Cappasola says. "Not to mention that the ability to also measure and track positive and negative sentiments from consumers enables informed, ongoing refinements to the brand and its marketing alike."