Industry News | April 20, 2005
El Pollo Loco Celebrates 25th Anniversary
El Pollo Loco kicked off the company’s 25th anniversary celebration with the debut of its limited time $1 Loco Dollar Deals. Now through September, consumers can purchase their choice of several menu items for just $1 each. Selections include El Pollo Loco’s taco al carbon, a flame-grilled chicken leg or thigh, BRC (beans, rice, cheese) burrito, cheese quesadilla (spicy or regular), two churros and a Foster’s Freeze cone (in restaurants offering Foster’s Freeze desserts).
Through June 5, fans can enjoy El Pollo Loco’s tacos al carbon for just 25 cents each (limit four) with the purchase of any size family chicken meal. Stuffed with El Pollo Loco’s signature citrus-marinated, flame-grilled chicken topped with fresh onions and cilantro and wrapped in two warm corn tortillas, available for a limited time.
To quench consumers’ thirst for El Pollo Loco’s anniversary specials, for a limited time, they can “Go Large” with their small beverage purchase for just 25 cents more.
El Pollo Loco will communicate its 25th Anniversary offers through a multi-media campaign. English language television advertising begins April 18th and Spanish language television advertising begins April 25. The commercials include :15 and :30 television spots airing in select West coast markets. A wide mix of interior and exterior point-of-purchase vehicles will also spread the word of El Pollo Loco’s 25th Anniversary, including roof banners, window clings, translites, and drive-thru communication.
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