Del Taco Launches Spring Menu Featuring Fresh California Avocados
Foodservice chain promotions play an important role in encouraging sales of fresh California avocados. The unique California avocado-centric menu items encourage consumers to make return visits to restaurants and purchase the items again. They also inspire consumers to incorporate fresh California avocados in meals at home. With the unprecedented COVID-19 situation, foodservice operators were limited to take-out or delivery only, and many had to shut their doors. For the California Avocado Commission (CAC) this meant a hiatus in foodservice promotions at the start of the 2020 season. But the CAC team persevered and continues to pursue programs as foodservice opportunities open.
To encourage Del Taco to move forward with a California avocado promotion, CAC’s foodservice team presented the chain with fact-based information that demonstrated the positive halo effect fresh California avocados have on menus. They shared data from Menu Matters’ 2018 “Consumers, Avocados and Foodservice Opportunities” study noting that “most consumer perceive a restaurant offering dishes with California in the name will use fresh ingredients (83.4%) and source high-quality ingredients (80.2%), while 78.1% believe the restaurant features consistently high-quality ingredients.”
Del Taco decided to leverage the California avocado season and reinforce their commitment to fresh California avocados by showcasing guacamole and fresh slices of the fruit with many of the dishes on the menu. In addition, the chain placed added emphasis on its Epic Grilled Chicken Fresh Avocado Burrito.
The California Avocados logo also is being showcased on the chain’s digital and social channels. The logo appears on Del Taco’s landing page under “Learn Why We’re Fresh as Del,” on photos showcasing sliced avocados and social posts promoting the Epic Burrito. Social posts encourage consumers to add a slice of fresh California avocado to their tacos, burritos, bowls, platos and salads, and offers patrons a free drink with the purchase of an Epic Burrito.
The Del Taco promotion, which began April 23 and will run through July 31, will provide additional exposure for California avocados in Western regional markets at 400 participating units located in Arizona, California, Colorado, Idaho, Nevada, New Mexico, Oregon, Utah and Washington.
Foodservice promotions like this one can gain wide exposure among restaurant patrons and on the chain’s social and digital channels. Such exposure helps the California Avocado Commission reach younger consumers, encouraging them to develop a strong California Avocados brand preference as they mature into future diners and shoppers.