What is the role of Del Taco's designee in directing advertising programs?

According to Del Taco's 2025 Franchise Disclosure Document, Del Taco or its designee has the authority to manage all aspects of advertising programs. This includes determining the concepts, materials, and media used, as well as the placement and allocation of these advertising resources.

This means that as a franchisee, you may not have complete control over the advertising strategies and materials used to promote your Del Taco restaurant. While franchisees may conduct local advertising and promotion, all plans and materials must receive written approval from Del Taco. This ensures that all advertising efforts align with the brand's overall image and marketing strategies.

Del Taco uses the marketing fee, collected from franchisees, for various advertising, marketing, and promotional activities. These activities range from media advertising campaigns and social media campaigns to developing new trade dress and marks. Del Taco aims to enhance the image of the entire Del Taco system through these expenditures.

It's important to note that Del Taco is not obligated to make marketing expenditures that are equivalent or proportionate to a franchisee's contribution. Nor does Del Taco ensure that any particular franchisee benefits directly or pro rata from these expenditures. This highlights that the marketing fees are used to benefit the Del Taco system as a whole, rather than individual locations specifically.