---
title: "QSR: Del Taco Looks to Differentiate from Taco Bell, Chipotle with Brand Refresh"
url: https://burnaze.com/article/48f8bc78-47d8-44c8-aa77-6212412911bc
source: "1851 Franchise"
original_url: https://1851franchise.com/qsr-del-taco-looks-to-differentiate-from-taco-bell-chipotle-with-brand-refresh-2706946
category: "Mexican"
industry: "Restaurants"
segment: "Mexican"
topics: ["Marketing"]
published: 2018-06-25T12:07:39.000Z
modified: 2026-11-01T04:09:18.749Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/71222abf1622436ba932f157b5e8b2513545.jpg
---

# QSR: Del Taco Looks to Differentiate from Taco Bell, Chipotle with Brand Refresh

**TL;DR:** Del Taco unveiled a system-wide brand refresh to differentiate itself from Taco Bell and Chipotle. The refresh includes front- and back-of-house enhancements, such as reimagined packaging and new quesadilla equipment.

*originally published in 1851 Franchise on 2018-06-25. [Read the original](https://1851franchise.com/qsr-del-taco-looks-to-differentiate-from-taco-bell-chipotle-with-brand-refresh-2706946).*

## Story

Del Taco has seen 18 consecutive quarters of same-store growth. According to *QSR Magazine*, to build off that success, the taco franchise unveiled a system-wide brand refresh that combines front- and back-of-house enhancements.

The refresh includes reimagined packaging, interior and exterior design enhancements, new quesadilla equipment and a rewed focus on the preparation that goes into their freshly chopped ingredients.

“We’re further leaning into what enables this brand to continue to differentiate itself from Taco Bell and Chipotle, with industry-leading value and traditional food prep, where our team members chop, dice, shred and grill throughout the day,” says M. Barry Westrum, Del Taco’s chief marketing officer.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- Taco Bell (company)
- Chipotle (company)
- qsr industry (topic)
- Del Taco (company)
- brand refresh (topic)
- differentiation strategy (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/qsr-del-taco-looks-to-differentiate-from-taco-bell-chipotle-with-brand-refresh-2706946). Summarized by Burnaze (https://burnaze.com/article/48f8bc78-47d8-44c8-aa77-6212412911bc).