Promotion Caps Del Taco Strategy

During a career spent in marketing, Del Taco Executive Vice President Paul Hitzelberger says, he has never found a promotion so packed with promise as milk caps, the round game pieces that kids trade and collect.

“I’ve never seen anything like it,” said Hitzelberger, 49. “We’re projecting a 30% to 50% increase in sales, which is wild in a category where 2% to 3% is good.” The allure of milk caps is strongest in Southern California, Hitzelberger said, but market research suggests that the milk cap promotion will also succeed outside of the area.

Del Taco is using the milk caps in conjunction with a radio and television campaign that is designed to bolster the number of 6- to 12-year-olds eating in its stores. As important, the advertisements will target parents of young children. Del Taco, with more than 270 Mexican-style fast-food restaurants, generally had targeted customers age 18 through 25.

Del Taco, based in Orange, has allied itself with the Costa Mesa-based World POG Federation.