Industry News | April 14, 2006

El Pollo Loco Expands Dollar Menu

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Just one year ago, El Pollo Loco kicked off its 25th anniversary celebration with the company's first ever value menu-- a collection of six El Pollo Loco favorites available for $1 each.

Since last April's launch, El Pollo Loco has served over 36 million $1 menu items, exceeding the chain's expectations and contributing significantly to sales from its company restaurants.

The popularity of El Pollo Loco's value menu led the company to expand it even further. Beginning today, two new tastes join El Pollo Loco's Loco Dollar Menu-- the $1 Loco Salad and the $1 Chicken Taquito with Avocado Salsa.

"The response from consumers to our Loco Dollar Menu has been incredible, far exceeding our expectations," said Karen Eadon, El Pollo Loco's Chief Marketing Officer. "From tacos and quesadillas to Churros and more, guests appreciate the range of tastes on our Loco Dollar Menu and the opportunity to complement their meal with delicious add-ons that cost just $1 each. The expansion of our Loco Dollar Menu is part of our ongoing commitment to offer relevant value to our varied customer segments."

El Pollo Loco will communicate its new value offers through a multi-media campaign. Television advertising in both English and Spanish begins April 17. Commercials will include :15 and :30 spots airing in select West coast markets. Additionally, a wide mix of interior and exterior point-of-purchase vehicles will communicate El Pollo Loco's value message, including banners, window clings, translites, and drive-thru communication.