Industry News | August 13, 2002

El Pollo Loco Introduces Its New Chicken Quesadilla

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El Pollo Loco, the Mexican chicken chain, today announced the debut of the Chicken Quesadilla, El Pollo Loco style.

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.