Industry News | July 22, 2010
New LTO Favorite is Back at El Pollo Loco
El Pollo Loco’s biggest burrito taste first appeared in restaurants in February of 2008 as a limited time offering for fans craving bold flavor and crunch. The crunchy taste sensation returns on July 24 with a twist--the opportunity to enjoy it with El Pollo Loco’s famous flame-grilled chicken or new citrus-marinated, flame-grilled Carne Asada style Sirloin steak.
Available through the end of September 2010, the Queso Crunch Burrito combines plenty of El Pollo Loco’s citrus-marinated, flame-grilled chicken or carne asada with Jack cheese & poblano queso, fresh Pico de Gallo salsa, crispy tortilla strips, and optional jalapeno slices. Wrapped in a large flour tortilla, the burrito is then grilled.
“The Queso Crunch Burrito is one of our most popular limited time burrito offerings and we’re expanding its appeal even further by offering a choice of flame-grilled chicken or steak,” says Karen Eadon, chief marketing officer for El Pollo Loco.
“Now, pollo and Carne Asada enthusiasts have a tasty, portable way to enjoy the citrus-marinated, flame-grilled taste only El Pollo Loco can deliver.”
El Pollo Loco will communicate its new Queso Crunch Burrito to consumers through a multimedia campaign that includes new television commercials in both English and Spanish that will appear in select West Coast markets beginning August 2, 2010. In addition to television advertising, a wide mix of point-of-purchase vehicles will be used to introduce the Queso Crunch Burrito, including window clings, translites, register displays, tray-liners, and drive-thru communication.
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