SOCASTEE, SC – In a move that signals a significant shift in the competitive landscape of the Southeastern quick-service restaurant (QSR) market, Del Taco, the nation’s second-largest Mexican fast-food chain, has officially inaugurated its first location in the Myrtle Beach metropolitan area. The new establishment, situated at 4570 Dick Pond Rd. in Socastee, marks the beginning of an aggressive expansion strategy spearheaded by Impeccable Capital, a high-profile franchise group.

The opening represents more than just a new dining option for Horry County residents; it serves as a beachhead for the California-based brand as it seeks to capture a larger share of the "Fresh-Mex" market in South Carolina. By combining the convenience of a traditional drive-thru with a "working kitchen" philosophy that emphasizes scratch-made components, Del Taco is positioning itself as a premium yet affordable alternative to established national competitors.

Main Facts: A Coastal Debut with Star-Powered Backing

The Socastee opening is the first of several planned locations intended to blanket the Grand Strand. The restaurant’s debut is significant not only for its geographic location but also for the institutional strength of its ownership. The site is operated by Impeccable Capital, a privately held commercial real estate development and investment firm.

The leadership team of Impeccable Capital brings a unique blend of financial acumen and celebrity influence to the venture. Led by CEO Rob Tanner, the partnership includes Dr. Jeffrey Postal, Amit Sehgal, and Carlos Boozer. Boozer, a two-time NBA All-Star and former Duke University standout, brings significant brand visibility to the franchise. The involvement of such high-caliber investors underscores the perceived growth potential of the Del Taco brand within the South Carolina coastal corridor.

The Socastee facility itself is a model of modern QSR efficiency. Designed to meet the demands of a post-pandemic consumer base, the location features:

• Double Drive-Thru Lanes: Optimized for high-capacity throughput during peak tourist seasons.
• Digital Integration: Electronic pickup lockers designed specifically for third-party delivery services (such as DoorDash and UberEats) and mobile app orders, minimizing friction for "grab-and-go" customers.
• Extended Hours: Catering to the late-night economy of a tourism-driven region, the restaurant remains open until 1 a.m. during the week and 3 a.m. on weekends.

Chronology: From Lake Forest to the Atlantic Coast

To understand the significance of the Socastee opening, one must look at the broader timeline of Del Taco’s evolution and its recent push into the American South.

1964–2020: The Western Stronghold
Founded in Yermo, California, in 1964 by Ed Hackbarth and David Jameson, Del Taco spent much of its first five decades as a West Coast phenomenon. While it grew to nearly 600 locations, its footprint remained largely concentrated in California, Nevada, and Arizona.

2021–2023: The Southern Pivot
Following its acquisition by Jack in the Box Inc. in early 2022, Del Taco began leveraging increased capital and logistical support to target high-growth markets in the Southeast. The brand identified South Carolina, with its booming population and robust tourism industry, as a primary target for franchise expansion.

Early 2024: The Impeccable Partnership
Impeccable Capital secured the development rights for the Myrtle Beach market, identifying Socastee as the ideal launch point due to its high traffic counts and proximity to both residential hubs and coastal attractions.

July 2024: The Socastee Launch
The 4570 Dick Pond Rd. location officially opened its doors, marking the brand’s formal entry into the Grand Strand.

Late 2024: The Little River Expansion
Within weeks of the Socastee debut, the franchise group is scheduled to open a second location in Little River. This rapid-fire rollout is designed to establish immediate brand recognition across both the southern and northern ends of the Myrtle Beach metropolitan area.

Supporting Data: Economic Impact and Operational Philosophy

The entry of Del Taco into Horry County is supported by substantial economic and operational data that suggests a long-term commitment to the region.

Job Creation and Local Investment

The dual opening of the Socastee and Little River locations is projected to create approximately 120 new jobs. These roles range from entry-level service positions to specialized kitchen staff and multi-unit management. For a region like Horry County, which has seen one of the fastest population growth rates in the United States over the last decade, the influx of stable service-sector employment is a vital component of the local economy.

The "Working Kitchen" Metric

Unlike many competitors in the Mexican QSR space that rely on pre-packaged, rethermalized ingredients, Del Taco’s operational model is built on labor-intensive preparation. Supporting data from the corporate headquarters highlights several key differentiators:

• Lard-Free Beans: Beans are slow-cooked from scratch for three hours daily.
• Hand-Grated Cheese: Each location grates 40-pound blocks of cheddar cheese daily to ensure meltability and flavor, avoiding the cellulose anti-caking agents found in pre-shredded varieties.
• Fresh Produce: Guacamole is made in-house using fresh Hass avocados, and pico de gallo is chopped daily.
• The "Dual Menu" Advantage: Del Taco is unique in its category for offering a full American menu (burgers and fries) alongside its Mexican fare, a strategy that data shows reduces "veto voting" among families and large groups.

Market Recognition

The brand’s momentum is further evidenced by its recent accolade: being voted the "Best Fast Food Restaurant" in USA Today’s 2025 10Best Readers’ Choice Awards. This ranking is particularly notable as it saw Del Taco outperforming much larger legacy brands, suggesting that its "value-plus-quality" proposition is resonating with a national audience.

Official Responses: Leadership Perspectives

In official statements regarding the opening, leadership from both the franchise group and the corporate entity expressed high expectations for the South Carolina market.

Rob Tanner, CEO of Impeccable Capital, emphasized the strategic importance of the location:

“This opening marks the beginning of an exciting expansion for us with Del Taco. Horry County is a dynamic and fast-growing market, and we’re excited to introduce a brand that delivers quality and value in a way that stands out. We chose this brand because it fills a gap in the local market for fresh, made-to-order food that doesn’t sacrifice the speed of a drive-thru.”

The inclusion of Carlos Boozer in the ownership group also brings a focus on community and excellence. Sources close to the partnership indicate that the group intends to be an active participant in local South Carolina commerce, leveraging the brand to support local youth athletics and community initiatives.

From a corporate perspective, Del Taco’s expansion into Socastee is viewed as a validation of their franchise model. By partnering with experienced developers like Impeccable Capital, the brand ensures that its high operational standards—such as the "Fresh-to-Order" promise—are maintained even as they scale rapidly across the country.

Implications: A New Era for the Grand Strand Dining Scene

The arrival of Del Taco in Socastee carries several long-term implications for the local economy, the QSR industry, and the consumer landscape of South Carolina.

1. Intensified QSR Competition

The Myrtle Beach area has long been a stronghold for Taco Bell and various local "Tex-Mex" establishments. Del Taco’s entry introduces a middle-tier competitor that challenges the status quo. By offering higher-quality ingredients (like carne asada steak and freshly grilled chicken) at price points competitive with lower-tier fast food, Del Taco may force local competitors to adjust their pricing or service models.

2. The Rise of the "Athlete-Entrepreneur" in Local Franchising

The involvement of Carlos Boozer follows a growing national trend where professional athletes transition into franchise ownership to build generational wealth. This "star power" helps in recruiting staff and attracting initial foot traffic, but it also signals to other investors that the Grand Strand is a sophisticated market capable of supporting high-level commercial ventures.

3. Technological Modernization of Local Dining

The inclusion of electronic pickup lockers in the Socastee location sets a new technological benchmark for the area. As the Grand Strand continues to grow as a year-round residential hub rather than just a seasonal tourist destination, the demand for tech-enabled, frictionless dining will increase. Other local businesses may find themselves needing to upgrade their infrastructure to compete with the convenience offered by Del Taco’s modern footprint.

4. Continued Urbanization of Socastee

The selection of Dick Pond Road for this debut highlights the ongoing commercialization of the Socastee submarket. Once considered a quiet residential outskirts of Myrtle Beach, Socastee is rapidly becoming a primary commercial artery. The success of a major national brand like Del Taco in this specific location will likely spur further retail and hospitality development in the immediate vicinity.

As Del Taco prepares for its next opening in Little River, the Socastee location stands as a testament to the brand’s resilience and its ambitious vision for the future of fast food in the American South. With a blend of fresh ingredients, celebrity backing, and cutting-edge convenience, Del Taco is no longer just a West Coast secret—it is a formidable new player in the South Carolina culinary landscape.