RETAIL/LEISURE : The ‘Macho Combo Burrito’ Is a Big Deal Del Taco Meal

An overstuffed burrito has become one of the hottest new product introductions ever at Del Taco.

While rival Taco Bell has been promoting its miniature-size Mexican food, competitor Del Taco took the opposite tack. In early October, it produced a beef and bean burrito that weighs more than a pound.

With a name like “Macho Combo Burrito,” the overpacked tortilla has been turned into a rite of manhood by Del Taco.

“It’s a value at the larger portion end,” said Paul Hitzelberger, executive vice president of the Costa Mesa-based chain of about 300 restaurants. And its name also appeals to Del Taco’s core customers, teen-age boys and young men with big appetites.

The burrito has been a smash at $2.99, amounting to about 15 cents an ounce. Hitzelberger wouldn’t say how many the company has sold, but he indicated that it has been successful enough to prompt the chain into planning to introduce an all-beef version soon.