Industry News | August 13, 2002
El Pollo Loco Introduces Its New Chicken Quesadilla
El Pollo Loco's new Chicken Quesadilla combines plenty of the chain's celebrated hand-marinated chicken with two kinds of real California Cheese (Jack and Cheddar) in a large flour tortilla. Guests can add sour cream or guacamole and personalize their Chicken Quesadilla with any combination of the four salsas found on El Pollo Loco's salsa bar: pico de gallo, avocado, Spicy Chipotle and El Pollo Loco's famous House salsa.
El Pollo Loco is confident that its new Chicken Quesadilla will strike a responsive chord with consumers and will introduce its new Chicken Quesadilla through a multimedia campaign that began yesterday. General market and Spanish- language television commercials will continue to feature "Loco," the animated spokesbird introduced earlier this year, with a new message inviting consumers to try the new Chicken Quesadilla. The commercials will appear as 15- and 30-second spots in select West Coast markets.
The new menu item will also be communicated to both general market and Hispanic consumers through 60-second radio commercials in select West Coast markets. In addition to radio and television spots, El Pollo Loco's new Chicken Quesadilla will be communicated to consumers through a wide mix of point-of-purchase vehicles including translites, banners and drive-thru communication.
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