About a third of the way through an 18-month strategic plan aimed at spurring brand performance and embracing innovation, California-based quick-service Mexican restaurant chain Del Taco rolled out a reworked catering program with an updated menu and new first-party ordering capabilities.
As of the September 2 program relaunch, guests for the 550-plus-unit chain can now place catering orders through Del Taco’s first-party website. Previously, such orders were directed to a third-party platform, according to a press release.
The latest catering program improvements represent a critical step in Project Del Sunrise (also referred to as Project Sunrise), a roadmap announced by the brand in March, less than three months after Yadav Enterprises acquired the brand from Jack in the Box for about $119 million.
Del Taco’s new catering program with first-party ordering capabilities launched September 2.
“Our menu works extremely well for group orders, and our catering relaunch supports an improved sales channel for our restaurants and franchise partners, while creating a significant opportunity to be part of occasions where Del Taco has historically had a limited presence,” Ulyses Camacho, Del Taco’s chief transformational officer, said in a press release. “Catering was one of several key areas identified as part of Project Del Sunrise, and this relaunch is another example of turning strategy into action.”
The updated program and accompanying ordering pathways are not the end of Del Taco’s catering improvements. The brand plans to update its catering packaging and enhance its promotions and marketing as the channel develops.
“Project Del Sunrise was initiated to find new avenues to grow the business and give guests more reasons to choose Del Taco,” Camacho added. “Catering is another important piece of that strategy, allowing us to bring the Del Taco experience into more moments that bring people together.”
Beyond catering, Project Del Sunrise’s prioritized areas for improvement include food and beverage quality and consistency, the implementation of bold-yet-manageable menu innovation, and a more impactful loyalty strategy.
“Project Sunrise gives us the structure to move simultaneously with urgency and discipline,” Noah Chillingworth, Del Taco’s chief marketing officer, said in a press release. “We’re taking action based on the feedback of our guests and implementing product and ingredient improvements for core items, better leveraging our five dayparts and expanding into new territories with innovation.”
