RETAIL : New Team at Del Taco/Naugles Revives Menu, ‘Not the Same Thing’ Ad Slogan

Less than a week after Del Taco/Naugles Inc. announced a management buyout, the Mexican-style fast food chain is returning to its tried-and-true advertising slogan: “Not the same place, not the same thing.”

The slogan, which was scrapped in April, 1988, will reappear in a new TV ad that features actors portraying the Marx Brothers welcoming back former menu items.

“All we’re doing is going back to our original roots,” said Paul Hitzelberger, part of a four-member management team that purchased Del Taco/Naugles from Newport Beach restaurateur Anwar Soliman.

Almost two years ago, Soliman bought Del Taco and Naugles and unveiled an upscale menu with bigger-portioned and more expensive items, such as the Tostada Grande with steak and the Tostada Salad in a bowl-shaped tortilla.

Since then, Del Taco/Naugles’ advertising has jumped from its “Viva Naugles, Viva Del Taco” slogan to a series of commercials taking direct aim at the “Ding Dong Taco Co.”

But the slogans didn’t exactly make sales sizzle, said Chief Executive Wayne Armstrong. He said sales “remained flat or declined” and profits dropped in 1989. Armstrong projects that the new menu and ad campaign will help boost the chain’s sales by 15% to 20% this year. Del Taco/Naugles had sales of more than $200 million last year.

“We recognize now it was a mistake not to put items on the menu for the price-sensitive customer or the customer who doesn’t want such big portions,” Armstrong said.

Del Taco/Naugles has already lowered prices and brought back former menu items such as the Deluxe Del Beef Burrito and the Big Del Burrito.

Hitzelberger said Del Taco/Naugles will continue to use J. Walter Thompson/West L.A. to handle its advertising account valued at more than $6 million for this year.