Industry News | February 26, 2001
Chicken Burrito Madness Returns to El Pollo Loco
Known for hand-marinated chicken El Pollo Loco serves its chicken hot off the grill with warm tortillas, a wide variety of side dishes and salsas prepared fresh every day.
In recent years, El Pollo Loco has introduced more portable ways to bring its flame-broiled chicken to consumers on-the-go. Burritos have emerged as a popular choice.
In prior years, El Pollo Loco's Chicken Burrito Madness(TM) has given way to several popular burritos, including the Chicken Lover's Burrito, Mexican Chicken Caesar Burrito and the Ultimate Burrito. El Pollo Loco has created two sensational new burritos to commemorate this year's celebration.
The new burritos, Ranch Chicken and Spicy Chicken, embrace consumers' demand for fresh, bold flavors and complement the chain's existing line of chicken burritos -- the Classic, Chicken Lover's, Mexican Chicken Caesar and the Ultimate. All feature the flame-broiled chicken that made El Pollo Loco famous.
The new Ranch Chicken Burrito combines two taste sensations -- El Pollo Loco's marinated, flame-broiled chicken and the fresh, robust flavor of Hidden Valley® Original Ranch Dressing -- with pinto beans, cheddar and jack cheeses, tomatoes, onion and cilantro in a large flour tortilla. The new Spicy Chicken Burrito combines El Pollo Loco's flame-broiled chicken with pinto beans, cheddar and jack cheeses, tomatoes, cilantro and the chain's popular avocado salsa in a large flour tortilla.
"Chicken Burrito Madness(TM) gives us the opportunity to introduce consumers to exciting new ways to satisfy their craving for the taste of El Pollo Loco,'' said Margaret Jenkins, vice president of marketing for El Pollo Loco. "The new burritos pair our famous flame-broiled chicken with fresh, bold flavors like Hidden Valley® Original Ranch Dressing in our new Ranch Chicken Burrito. The result is delicious Mexican food that is also portable and convenient.'' Guests will have the option to "combo'' the burrito of their choice, adding fries (or any individual side order) and a 20-ounce beverage.
El Pollo Loco's Chicken Burrito Madness(TM) will be communicated to consumers in both general and Hispanic markets in a television campaign beginning March 5. The commercials reflect the chain's new creative direction, focusing on how different people experience the taste of El Pollo Loco, in upbeat :15 and :30 second spots in select West Coast markets.
In addition to television advertising, El Pollo Loco will communicate Chicken Burrito Madness(TM) through a wide mix of point-of-purchase vehicles including exterior banners, translites and drive-thru signage.
El Pollo Loco Inc., a privately held company with headquarters in Irvine, offers a wide variety of fresh mex entrees in addition to family meal quantities of its famous chicken. As the nation's leading quick-service restaurant chain specializing in marinated, flame-broiled chicken, El Pollo Loco operates 280 restaurants in four states -- California, Arizona, Nevada and Texas. For more information, visit El Pollo Loco's Web site at www.elpolloloco.com.
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