Madness Returns to El Pollo Loco

Chicken Burrito Madness returns to El Pollo Loco as the chain kicks off its annual event with fresh new additions to its burrito line-up.

El Pollo Loco's new burritos, the Mexican Chicken Caesar Burrito and the Ultimate Chicken Burrito, debut Monday, March 6 in restaurants across the chain.

Known for its proprietary marinated chicken, El Pollo Loco has provided an alternative to traditional fast food since 1975, serving its chicken hot off the grill with warm tortillas, a wide variety of side dishes and the chain's popular house salsa.

In recent years, El Pollo Loco has broadened its menu and created new and more portable ways to bring its flame-broiled chicken to consumers on-the-go. Burritos have emerged as a popular choice, according to the company.

Building on the success of last year's Chicken Burrito Madness, El Pollo Loco has created two new burritos, both featuring flame-broiled breast meat, to commemorate this year's event.

The new burritos, the Mexican Chicken Caesar and the Ultimate Chicken, aim to meet consumers' demand for fresh, bold flavors and complement the chain's existing line of chicken burritos—the Classic, Southwest and Chicken Lover's.

El Pollo Loco's Mexican Chicken Caesar Burrito was created in response to the success of its popular salad bowl. The burrito combines chunks of flame-broiled chicken breast with Spanish rice, parmesan cheese, a special creamy cilantro dressing, tortilla strips, tomatoes and cilantro in a large tomato tortilla.

The Ultimate Chicken Burrito tosses chunks of flame-broiled chicken breast with Spanish rice, spicy pinto beans, jack and cheddar cheeses, guacamole, sour cream, tomatoes and cilantro in a large flour tortilla.

"Chicken Burrito Madness gives us the opportunity to introduce consumers to exciting new ways to enjoy the delicious flavor of El Pollo Loco," said Margaret Jenkins, vice president of marketing for El Pollo Loco. "The new burritos combine our famous flame-broiled chicken with bold, fresh flavors, creating meals that are also portable and convenient."

Guests will have the option to "combo" the burrito of their choice, adding fries (or any individual side order) and a regular-size drink.

El Pollo Loco's Chicken Burrito Madness will be communicated to consumers in both general and Hispanic markets in a television campaign beginning March 13, 2000. The commercials will continue the use of El Pollo Loco's chicken dance theme in upbeat new 15- and 30- second spots in major markets on the West Coast.

In addition to television advertising, El Pollo Loco will communicate its Chicken Burrito Madness campaign through a wide mix of point-of-purchase vehicles including exterior banners, translites and drive-thru signage.