Del Taco goes bilingual for kids

According to an article in BrandWeek, Del Taco is probably one of the first fast food restaurant chains to offer a bilingual premium (or toy) in their kid's meal.

The premium is a comic book included in Del Taco's Kid Loco kid's meal. The comic book, which comes in 4 versions, is in English and Spanish.

From BrandWeek:

“Culturally, the U.S. as a whole is changing. We’ve recognized it and are looking to market to our customer base,” said Sharon Fogg, svp-marketing, Del Taco, Lake Forest, Calif.

“I thought, ‘wouldn’t it be great to have something in the marketplace that kids of all ages, no matter what their ethnic background, could enjoy?’”