Burrito Eating Challenge Generates Epic Headlines

It’s one of the busiest days of the year for Mexican restaurants and everyone is running a promotion. How do you stand out among the crowd?

Our Approach

To boost Del Taco’s visibility and educate the metro Detroit community about the restaurant’s fresh and healthy menu, TEAM Schostak Family Restaurants tasked Identity with developing and executing an event that would engage the community and build new Del Taco brand advocates while reconnecting with existing ones.

Centering on the timeliness of Cinco de Mayo, Identity designed a unique in-store contest—the Del Taco Epic Burrito Challenge. As part of the contest, community members were challenged to eat two of Del Taco’s signature one-pound Epic Burritos to win free burritos for a year and other prizes. To drive participation and build brand awareness, Identity crafted a custom strategic media relations program, including pre-and post-event press releases, live cooking segments, on-air radio contest mentions and interviews and day-of event TV coverage.

Through targeted media outreach, Identity secured a broad range of highly visible metro Detroit media coverage, including WXYZ-TV, The Oakland Press, Dearborn Press & Guide, Eatfeats.com, WWJ 950 AM, WDVD-FM and WKQI-FM, among many others. Identity also secured two live, in-studio cooking segments on WDIV-TV, as well as vast day-of event on-site coverage of the contest on WJBK-TV and MyTV20.

Del Taco Burrito eating contest

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media and Blogger Relations
    • Event Management
    • Media Training
    • Event Photography


  • 10+highly visible placements across television, radio, print and blogs
  • 12,100.39-cent tacos sold in just 5 hours
  • 20Ktacos sold in 24 hours
  • 105%increase in total sales for the day compared to the previous year