Del Taco’s Tim Hackbardt on How to Change the Face of a 60-Year-Old Brand

On today’s episode of The QSR Experience Show, Bobby speaks with Tim Hackbardt, CMO at Del Taco Restaurants Inc., a fast food restaurant chain that specializes in American-style Mexican cuisine. They discuss how the sixty-year-old restaurant is continuing to grow through product innovation, using technology to scale, and by modernizing its locations through its Fresh Flex approach. They also talk about why the most successful brands focus on customer service, what to look for when turning a brand around, and advice for marketers who want to grow in the restaurant industry.

 

Topics discussed:

 

• How Del Taco has increased its unit volume by staying current with trends, product innovation, remodels, social media engagement, and more.
• What a day in the life of a CMO looks like, and how the schedule includes strategy, creative, analytics, and lots of food.
• How brands are evolving in today's world and using technology like geotargeting and in-app AI to scale.
• Why a common theme across successful businesses is their focus on customer service and experiences.
• What to look for when turning around a brand and positioning it for success, including operations, morale, and the business model.
• How Del Taco is creating consistent experiences across locations and modernizing for the future.
• Advice for new marketers who want to grow their career in the restaurant industry.