Industry News | April 23, 2001

El Pollo Loco Presents "Reel'' Meal Deal

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Irvine-based El Pollo Loco and video retail giant Hollywood Video are producing a hit sequel, teaming up once again to invite families to enjoy dinner and a movie.

During the eight-week "Dinner and a Movie'' event which begins today, El Pollo Loco customers will receive a certificate for a free five day video rental from Hollywood Video every time they purchase an 8-, 10- or 12-piece meal. The promotion will run through Sunday, June 17, 2001.

El Pollo Loco's 8-, 10-, and 12-piece meals are perfect for families and feature the chain's famous hand-marinated, flame-broiled chicken served with a wide choice of side dishes, tortillas, and salsas that are prepared fresh every day.

Side dishes include spicy pinto beans, smoky black beans, Spanish rice, coleslaw, corn cobbettes, potato salad, macaroni and cheese, fresh vegetables, mashed potatoes and gravy, and garden salad.

El Pollo Loco's "Dinner and a Movie'' event was first introduced in 1999 and repeated in 2000. In response to consumer demand, the limited time offer returns in 2001. The event ranks among El Pollo Loco's most successful programs, achieving a sales increase for its company-operated restaurants of 10% in 1999 and almost 8% in 2000.

"These are busy times, and families are increasingly looking to spend more time together,'' said Margaret Jenkins, vice president of marketing for El Pollo Loco. "By pairing the great chicken families crave with the opportunity to view their favorite movies for free, we are making it easier for them to do just that.''

"We are excited to team up once again with El Pollo Loco,'' said Lon Weingart, senior vice president of marketing for Hollywood Video. ``With over 1,800 Hollywood Video stores, many in the same communities El Pollo Loco serves, families can conveniently select their free five-day video rental from the tremendous selection we offer.''

As a courtesy to its guests, El Pollo Loco restaurants will feature a customized counter card identifying the Hollywood Video location(s) closest to each restaurant.

El Pollo Loco's "Dinner and a Movie'' event will be communicated to consumers in both general and Hispanic markets through a multimedia campaign beginning April 30. Television and radio commercials will feature a movie premiere theme in both 30- and 15-second spots that will air in select West Coast markets.

In addition to television and radio advertising, El Pollo Loco will deliver its ``Dinner and a Movie'' message through a wide mix of point-of-purchase vehicles including exterior banners, translites, employee apparel, and drive-thru signage.