Industry News | June 18, 2001

El Pollo Loco Introduces Dinner & Dessert

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Responding to the growing demand for complete meals that offer great value and taste, El Pollo Loco announces the launch of its limited time Dinner & Dessert Deal.

Families no longer have to scrimp on the "extras'' with El Pollo Loco's Dinner & Dessert Deal. This complete family-size meal combines 10 pieces of its famous hand-marinated, flame-broiled chicken with a choice of two large side dishes, plenty of warm tortillas, salsas prepared fresh every day, and, for a limited time through Sunday, August 12, a generous 20 oz. lemon bundt cake. The entire meal, including dessert, is only $16.49, making it a great value for families who refuse to compromise on quality or taste.

Famous for chicken that is hand-marinated in special herbs, spices, and fruit juices and then flame-broiled to perfection, El Pollo Loco has provided families a wholesome alternative to traditional fast food for more than 20 years. The chain's Dinner & Dessert Deal offers a complete meal, similar to what families prepare at home, at a great price.

When ordering their Dinner & Dessert Deal, families can choose from 10 delicious side dishes including: spicy pinto beans, smokey black beans, Spanish rice, cole slaw, corn cobbettes, potato salad, macaroni and cheese, fresh vegetables, mashed potatoes and gravy, and garden salad. Dessert is a 20 oz. lemon bundt cake drizzled with icing and packed full of rich lemon flavor.

"These are challenging times. Families want and deserve meals that offer both value and great taste,'' said Margaret Jenkins, vice president of marketing for El Pollo Loco. "El Pollo Loco's Dinner & Dessert Deal gives families what they're looking for—delicious food at a great price. With a complete meal that includes a sweet reward, there's no need for families to sacrifice their favorite course, whether it be our marinated, flame-broiled chicken or dessert.''

El Pollo Loco's Dinner & Dessert Deal will be communicated to consumers in both general and Hispanic markets in a multimedia campaign beginning June 25. Television commercials reflect the chain's new creative direction, focusing on the different ways people experience their craving for El Pollo Loco, in upbeat :15 and :30 second spots in select West Coast markets. Radio commercials will also introduce consumers to the Dinner & Dessert Deal.

In addition to television and radio advertising, El Pollo Loco will communicate its Dinner & Dessert Deal through a broad mix of point-of-purchase vehicles including exterior banners, translates, and drive-thru signage.