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Del Taco Introduces New Classic Taco @ 99 Cents

(Lake Forest, CA) Sept. 17, 2008 - Longtime fans of Del Taco’s array of taco menu items will get a special treat beginning Sept. 17 when the chain introduces its Classic Taco for 99 cents.

“Our menu has always featured a number of items for under $1 and now we’re adding the Classic Taco to the list,” said Sharon Fogg, senior vice president of marketing. “We already know how much our fans love our tacos and we’re showing our appreciation for their loyalty by giving them twice the meat, twice the freshly grated cheddar cheese, diced tomatoes and more attitude for just 99 cents.”

With the Classic Taco promotion, which runs through November, Del Taco formally introduces the restaurant chain’s new “Go Bold Or Go Home” advertising campaign, developed by Doner Advertising.

For attitude, Fogg said the “Go Bold” campaign fits the bill. “We’ve always done things a little differently at Del Taco – with our Mexican/American menu, our strong emphasis on fresh quality food and value and in the way we communicate with our raving fans and to the world.”

The new TV spot opens with a shot of an anonymous someone, off-frame, completing an online order for a stripper pole of the kind used by exotic dancers. In the next scene, a deliveryman unloads from his truck the wrapped stripper pole, smiles and makes his way to the door. In the next scene, grandma, clearly a senior citizen, welcomes the deliveryman with delight and tells her husband, “Honey, the stripper pole is here!”

Grandpa, who is relaxing in a leather chair eating Del Taco food tells the deliveryman to put the pole in the back, “by the swing,” to which the deliveryman does a double take.

The voice over comes in with a series of food shots: “Go bold and step up to the new 99 cent classic taco with double the meat, double the freshly grated cheese, double the mouth kick’n attitude of our original taco. Del Taco: Go Bold Or Go Home.”

The new ads will air in Los Angeles, Palm Springs and Sacramento, CA; Las Vegas and Reno, NV; Salt Lake City, UT, and Phoenix and Yuma, AZ.

About Del Taco

Founded in 1961, Del Taco, the Lake Forest, California-based company operates or franchisees more than 510 restaurants in 16 states. Del Taco offers a full range of made-to-order Mexican items such as tacos, burritos, quesadillas and American favorites including cooked-to-order burgers, fries and shakes. Del Taco uses fresh ingredients including hand-made salsa, fresh produce, freshly grated cheddar cheese, chicken grilled every hour and lard-free beans made from scratch. Additional information is available at www.deltaco.com.

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publicrelations@deltaco.com