RIO RANCHO — A local New Mexico company has taken over the state franchise of the Del Taco chain, and changes are on the way for most locations, including Rio Rancho’s.
Sonaya Group announced its acquisition of Del Taco July 1. CEO Pranav Patel said while many locations will get a renovation, Rio Rancho’s changes will focus more on staffing and the improving the customer experience.
“So what we’re really focused on doing is just job creation so that we can actually focus on adding more sales and volume specifically to that location,” he said.
The location is a newer one, so physical change is not in the cards yet, according to Patel. However, he feels the performance of the Rio Rancho location could improve.
“The restaurant has certainly been, I would say, declining over the last few years. I think some of it is attributed to a challenging labor environment,” he said.
“We’re local here. The previous ownership was out of state, where I think we just are better equipped to manage a business like this because we are here,” he said.
“What we’re really just focused on is adding that labor back and driving the right type of promotions to win back customers. Obviously, naturally, in this business, too, there’s been some new concepts that have opened up on that specific corner, like Raising Cane’s and Chick-fil-A, so there’s obviously a little bit of shift when that happens when there’s just more options,” he said.
“When you think about the uniqueness of our menu and our food, especially when it comes from a perspective of food and ingredients being freshly prepped every day compared to our biggest competitor, there’s a big following for our restaurant. A lot of people just prefer it because of the quality, ultimately. We’re different from a freshness perspective,” Patel said.
He added that he was speculative about Del Taco’s fresh aspect but when he visited the locations, he was reassured. He said everything down to the guacamole is made fresh every morning.
“What’s important is people remember that we’re a national chain but we’re still locally owned. People think that when it’s a national chain that it’s some random conglomerate that owns them, and that’s not the case. We’re local to New Mexico and really excited to again bring back the ownership to New Mexico,” he said.
“I hope that they remember that we are local, so at the end of the day it’s still supporting local. We’re going to continue to invest in the community,” he said.