Lake Forest, CA) April 5, 2005 - It's no fish tale. Truth is, Del Taco's new Crispy Fish Taco has become one of the popular Mexican/ American fast food chain's biggest selling items in the few short weeks since it first appeared on the menu. Supported with in-store and web site promotions, a radio ads and a television ad campaign featuring three celebrities along with Dan the Del Taco Product Guy, Del Taco has sold more than three million fish tacos since the launch on Feb. 2. This achievement makes the Crispy Fish Taco one of the chain's top three best selling menu items, even in markets like Utah and Missouri.

The fish taco sensation has prompted the company to continue its ad campaign without change.

"Customers are devouring our Crispy Fish Tacos, and we're getting set to run the celebrity TV spots again, featuring Cindy Margolis, Wayne Newton and Kareem Abdul-Jabbar," said Joe Senger, Del Taco's vice president of marketing. "All three celebrities turned out to be great support to long-time Del Taco pitchman Dan."

Del Taco's new Crispy Fish Taco is hand-filleted Alaskan Pollack, seasoned with citrus, cilantro and jalapeno flavors and breaded with panko crumbs for a light, crunchy taste. Priced at $1.59, the Crispy Fish Taco is served with Del Taco's secret sauce, shredded cabbage, and a new fresh salsa on two warm corn tortillas with a lime wedge. The new salsa is made in the restaurants with diced tomatoes, diced onions, chopped cilantro, and a blend of special spices.

"The Crispy Fish Taco is only outsold by our regular Taco and Chicken Soft Taco," Senger said.

About Del Taco

Del Taco is a privately held company that operates, or franchises, more than 435 Mexican quick service restaurants throughout the United States. Del Taco features made-to-order food, unique Mexican entrees and an American menu that includes double cheeseburgers, shakes and crinkle- cut fries. Del Taco restaurants are designed with a festive interior and drive-thrus. For more information, visit www.deltaco.com.

Source:Del Taco