Millennial, Gen-Z Digital Opps: Del Taco creates new marketing position amid spend increases (Score 71)
Del Taco (DT) is continuing to focus on technology to improve its marketing strategy. It created a new position by 
hiring Erin Levzow as its first VP of marketing technology. Levzow has held several high-level marketing positions and most recently served as marketing VP of Marcus Hotels & Resorts. She has experience in key areas DT is currently focusing on such as ordering technology, mobile apps and loyalty and rewards programs. DT plans to utilize those marketing techniques increase customer loyalty and visitor frequency.
The company is also working to digitalize the ordering process to cut down on contact amid the coronavirus pandemic. This includes improving in-app ordering and delivery.
According to Pathmatics, earned 269.7m impressions through Facebook ads (58%), desktop video ads (20%), Instagram ads (19%), mobile video ads (1%) and desktop display ads (1%). It placed the majority of these ads site direct (99%) onto sites such as hulu.com, nbclosangeles.com, cnn.com, abc7.com and kbzn.com. It placed the remaining 1% indirectly through The Trade Desk onto sites such as msn.com, washingtonpost.com, theverge.com, abc7.com and tulsaworld.com. It spent $2.4m in this channel over the last 365 days, a 100% increase from $1.2m spent during the 365 days prior.
Sellers-- DT's late-night service and cheap offerings appeal primarily to Gen-Z and millennials. It reaches these audiences primarily through digital display ads, which it has been pumping dollars into over the last year. It also invests in OOH and radio ads, per Kantar. Keep in mind, DT capitalizes on incentives and customer rewards programs in addition to the other techniques it utilizes. Sellers should reach out to secure these extra ad dollars.
Agency & martech readers-- Del Taco picked up creative AOR Skiver in July, and as you know, agency hires commonly follow one another. Keep pitching your services to the new CMO Tim Hackbart. We believe you will face competition from Mediaspot (media planning) and Canvas Blue (PR).
