Del Taco has introduced Project Sunrise, a strategic turnaround initiative designed to reignite brand growth. The plan outlines an 18-month roadmap focused on reinforcing the company’s core business while introducing innovation and new growth opportunities. The initiative follows months of internal planning across marketing, operations, and product development and comes shortly after the brand’s acquisition by Yadav Enterprises.
A central goal of Project Sunrise is to improve consistency and quality across Del Taco’s core menu items while also introducing bold innovations that drive customer excitement and trial. The company plans to pursue incremental revenue opportunities through strategies such as expanding catering offerings and strengthening its loyalty program. Executives say the effort is intended to refocus the brand on what originally made it popular with guests while positioning it for sustainable long-term growth.
Customer feedback played a major role in shaping the initiative. In response to complaints about ingredient and product changes in recent years, Del Taco is restoring several menu favorites, including its Classic Burrito lineup, returning them to original preparation methods and names. The brand is also bringing back its “Jack’d Up” menu featuring Spicy Jack cheese.
Beyond menu improvements, the strategy also includes expansion and operational growth. Del Taco plans to open several new restaurants in 2026, including locations in South Carolina, while pursuing development deals in Indiana and Kentucky and exploring reopening previously closed restaurants in Georgia. Together, these efforts aim to rebuild momentum for the nearly 600-unit chain and strengthen its position in the quick-service restaurant market.
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