Industry News | July 26, 2000

El Pollo Loco Introduces Beach Buckets

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Irvine, California-based El Pollo Loco splashes into summer with a limited time offer of a 64-ounce beach bucket filled with Coca-Cola or other beverage for just 99 cents with the purchase of an 8- or 12-piece meal.

Sporting a sturdy handle, kid-sized shovel and fun graphics, the new vessel debuts June 26 in restaurants across the chain. The bucket is made of durable plastic with a removable lid and two spouts for easy pouring. When the beverage is gone, the bucket serves as a sturdy beach bucket with shovel, providing hours of fun for children of all ages.

El Pollo Loco is continuing its emphasis on providing families with wholesome meals, and positions it self as an alternative to traditional fast food. The new beach buckets are an opportunity for the chain to appeal to children. "The world of quick-serve restaurants is full of kids' meals sporting the latest toy or collectible," said Margaret Jenkins, vice president of marketing for El Pollo Loco. "Our new beach buckets reinforce our focus on families, while adding something fun for kids at the same time." In addition to its chicken, El Pollo Loco's 8- and 12- piece meals are served with a selection of signature side dishes, warm tortillas and the chain's popular house salsa, prepared fresh every day. The beach buckets will be available at El Pollo Loco restaurants through August 20 while supplies last.

El Pollo Loco's new 64 ounce beach bucket will be featured in both general and Hispanic markets in a television camaign beginning July 3. The commercials will continue the use of El Pollo Loco's chicken dance theme in :15 and :30 second spots in select West Coast markets.

In addition to television advertising, El Pollo Loco will communicate the availablity of its beach buckets through a wide mix of point-of-purchase vehicles including exterior banners, translites and drive-thru signage.