Working hard for second place; Del Taco sees plenty of room for another fast feeder to thrive in the shadow of Taco Bell

Del Taco Inc. plans to grow its operations by expanding into Mexican fast food markets already opened up by Taco Bell. Del Taco, which numbers 285 units and recorded $240 mil in 1995 sales, is solidly entrenched as the second biggest Mexican fast food operator behind Taco Bell. Rather than compete directly with the fast food giant, Del Taco believes that it can profit from the excess demand for Mexican fast-food that Taco Bell has helped generate through its massive advertising campaigns and universal market presence.
UNTIL YOU REACH the ending, the Del Taco story sounds a bit like a Rocky movie: A middle-aged fast-food concept finds itself losing ground. The chain hasn't kept up with [...]