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Marketing In The News


Del Taco Offers Cosmic Deal During Mercury Retrograde



While I was looking on Adweek.com I found a marketing advertisement for Del Taco. I picked this ad because I personally love their food. The prices are beyond affordable, the quality of the food is always amazing and their customer service is above and beyond amazing! Where I live there are tons of other options from Burger King, Chipotle, Mc Donalds, Red Robins, and the list goes on and on. This ad really caught my eye because of their current promotion. It begins today Jan 14, 2022. I personally will be trying this new deal out tonight for dinner! Del Taco is now offering a cosmic deal during the Mercury Retrograde. 


If your wondering what it means when there is a Mercury Retrograde here is my takeaway from it after reading this article. So first it only happens three times a year. It appears that Mercury travels backward across the sky. I believe Del Taco has chosen this time of year because it is known to be a time when things go haywire or wrong. So here is Del Taco to save the day with great food and great prices to make these “oh so difficult times” a little better for us all. The current promotion is a sweet BOGO deal offering Del Yeah! Rewards members a free taco when they order the Chicken Taco Del Carbon, which is part of the chain’s new 20 under $2 value menu. The catch is to have you sign up as a rewards member, but the good news is it is free to all customers. 




If you would like to know your tacoastrology Del Taco has created a fun page that customers can visit that will explore their zodiac sign. Visit deltaco.com/tacoastrology. They offer a customized value menu with suggestions for you based on your zodiac sign along with providing taco-themed horoscope readings. I found this type of marketing to be “far out” and yes the pun is totally intended. Playing off of the customer's individual zodiac signs is incredibly different and reminds me of the Purple Cow theory by Seth Goden. For their marketing and advertising, they have chosen to create a custom astrology sign GIF that will be all over Facebook and Instagram. 

At the beginning of January, Del Taco released a funny but very accurate TV commercial that was based on our countries outrageous problem with inflation. All though true and serious the advertisement was comical and showed how Del Taco still has our back! They offer low prices that are affordable to all and their current amazing Mercury Retrograde BOGO deal. 

Del Taco’s value proposition is to give their customers the freshest ingredients with fast accurate service and the convenience of the drive-through. They also pride themselves on great customer service. 

The only challenge I would see the company having with their newest promotion is that some customers do not want to sign up for the rewards program or download the app. Secondly, I believe they may have a challenge with the niche they chose using people's zodiac signs. There are a lot of consumers who either do not believe in astrology or are against it completely due to religion or other beliefs. I don't believe thou that this will hinder their ability to make a great profit from the rest of us who enjoy knowing about our horoscopes. I am interested and excited to see what will be on the menu for a Gemini like myself! I am thinking possibly a habanero crispy chicken taco. Geminis are pretty spicy I’d say.

I think this style of marketing and advertising will be a success. I love that this company is being so optimistic during such a strange time.

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