Del Taco Installs Lopez as Marketing VP

LOS ANGELES Del Taco has named Randy Lopez vice president of marketing, the company said.

Lopez, 40, was previously vice president of marketing for Buca, where he developed marketing programs and image building tactics for Buca di Beppo and Vinny T’s of Boston restaurants. While at Buca, he hired MDC Partners’ Crispin Porter + Bogusky in Venice, Calif., to handle advertising.

In his new position at Del Taco, Lopez reports to Kevin Moriarty, chairman and CEO of the Mexican quick-service restaurant chain. He replaces Tim Hackbardt, who in November was named vice president of marketing for Rubio’s Fresh Mexican Grill in Carlsbad, Calif.

Lopez said he aims to examine the “big picture” for Del Taco. “I want to continue the success that’s been going on and look at the brand strategically,” he said.

Del Taco, which has more than 425 restaurants, spent $7 million on ads in 2003, according to TNS Media Intelligence/CMR. Independent G&M Plumbing in El Segundo, Calif., handles advertising for Del Taco. The shop’s work has included ads with a character called, “Dan the Del Taco product guy.”

Lopez said he is not currently contemplating an agency switch. “I’m happy with the work,” he said, but added, “I want to spend more time with the company and the brand and make my own decision.” Lopez said he was also studying media spending. “At this point I’m evaluating everything about the brand and putting my own plan together for the future,” he said.