Del Taco hires Morgan Marketing and PR as AOR

IRVINE, CA: Fast-food chain Del Taco, which serves American-style Mexican food, has selected Morgan Marketing and Public Relations as its AOR for PR, following an RFP that included 10 agencies.

IRVINE, CA: Fast-food chain Del Taco, which serves American-style Mexican food, has selected Morgan Marketing and Public Relations as its AOR for PR, following an RFP that included 10 agencies.

Morgan, which was brought on by Del Taco earlier this month, has a team of four staffers working on the account.

Prior to hiring Morgan, Del Taco worked with PR consultant Barbara Caruso.

Del Taco, which was founded in 1964, has more than 550 restaurants in 18 states. The company opened 23 locations in 2012 and reported $608 million in sales for the year.   

Morgan's main responsibilities include engaging media, providing communications strategy, and supporting the brand's social media efforts, said Melinda Morgan Kartsonis, president of the agency. The firm will also handle crisis communications for Del Taco and support marketing initiatives.

Kartsonis added that one of Morgan's objectives is to communicate Del Taco's “message around freshness” because the company grills its chicken daily, makes pinto beans every three hours, grates its cheese on-site, and uses fresh cilantro, lettuce, and strawberries in meals.

In terms of media outreach, the agency wants to engage general consumer outlets around the country since its customers are both male and female and range across various age demographics.

The restaurant chain is also planning to expand to new markets around the country, explained Kartsonis. She said a major opening is planned for later this year or early 2014, and Morgan will promote the launch.

Budget information for the account was not disclosed.

Morgan works with a number of other food clients, including fast-food chain Weinerschnitzel for the last 18 years and Chinese food brand Panda Express for the last 15 years.

Caruso noted that she had worked with Del Taco for 19 years, “and it's been a wonderful relationship.”

“From helping to sell restaurants and tacos and bringing the brand to new markets and so much more, I'm proud of my work with this successful company that is full of hard working, delightful people,” she said. 

Representatives from Del Taco were not immediately available for comment.

This story was updated on August 28 with quotes from Caruso.

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