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In a surprising shift within the fast-food industry, Del Taco has recently surpassed Chick-fil-A as the top fast-food restaurant in the U.S., according to a Food Chain Magazine article.
In light of this news, we took the opportunity to examine a popular Del Taco location in Los Angeles to analyze what might have contributed to Del Taco’s rise to the top. Our analysis reveals valuable insights into diner movement patterns, preferences, and trends that may explain Del Taco’s recent first place ranking.
How can QSR marketers leverage insights like this to refine their marketing strategies and boost their market position? Let’s explore three ways:
01
Understand Diner Preferences and Movement Patterns
As a demand for healthier, more diverse menu options grows, QSRs must adapt to diners’ evolving preferences. Changes to Del Taco’s menu, like vegan and vegetarian options, likely boosted its appeal over Chick-fil-A by aligning with these trends.
To stay competitive, brands can use platforms like Azira for insights into visitation patterns of a restaurant location. This data helps marketers tailor campaigns and messaging and better understand when and how far customers are willing to travel to a restaurant, therefore delivering the right message at the right time and place.
For example, we looked at visitation patterns over the past year for a popular Del Taco location in Los Angeles. Azira’s data revealed that:
- Tuesdays are the most popular days for visitation.
- There is lighter visitation on weekends.
- Peak visitation times are from 6 PM to 9 PM.
QSR marketers can use this data to optimize their advertising strategies and tailor their ads, such as creating targeted promotions for vegan options on weekends to boost foot traffic or offering vegetarian lunch promotions to encourage more visitation earlier in the day. The opportunities are truly endless.
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02
Attract More Diners and Measure ROAS
Another factor to Del Taco’s success could be its expanded presence in high-traffic areas or new markets, effectively positioning itself where potential diners are most likely to be.
Using Azira’s location insights, QSR marketers can precisely identify popular routes to their restaurant locations. They can then target specific audience segments with tailored digital and out-of-home (OOH) ads along frequently traveled routes. By analyzing travel patterns, QSR marketers can push diners to enter the restaurant and can attribute visits to their ads, ensuring that marketing campaigns drive foot traffic and deliver return on ad spend (ROAS).
The example below illustrates the most frequented paths around a Los Angeles Del Taco that marketers can then use to optimize their ad placements and messaging.
03
Access Insights on Competitor Locations
Competitive insights play an important role in enhancing a QSR’s marketing and promotional strategies. Del Taco’s success could be attributed to targeted promotions or loyalty programs designed to draw diners away from Chick-fil-A and other competitors. Brands that invest in consumer behavior data gain a competitive edge by understanding diner behavior to make more informed decisions.
Azira’s platform allows QSR marketers to analyze any competitor location to understand diner preferences and behavior and then effectively tailor messaging to build their loyalty. This approach is key for long-term success, allowing brands to innovate in menu offerings, marketing tactics, store formatting, and more.
For example, we looked at a Taco Bell — one of Del Taco’s top competitors — at a location ten minutes away. Azira’s data revealed that:
- Late-night diners are most likely to frequent the competitor location, with peak visitation times at 10 PM.
- Saturday and Sunday are the competitor’s busiest days.
- The competitor attracts a slightly higher number of Gen Z diners.
QSR marketers can use this data to gain a competitive edge, such as offering late-night deals to draw in late diners, or offer promotions to Gen Z’s to increase foot traffic and capture a specific age demographic.
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Conclusion
By analyzing consumer behavior and demographics, marketing teams can gain valuable insights into diner preferences, movement patterns, and competitors. As the fast-food industry continues to evolve, leveraging this data will be crucial for maintaining a competitive edge and meeting the demands of today’s dynamic market.
