Industry News | May 8, 2000

Return of the "Reel" Meal Offer

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El Pollo Loco and Hollywood Video are teaming up once again to invite families to enjoy dinner and a movie.

During the eight-week "Dinner and a Movie" event which began May 1, El Pollo Loco customers will receive a certificate for a free five day video rental from Hollywood Video every time they purchase an 8 or 12 piece meal. The promotion will run throughout Sunday, June 25, 2000.

El Pollo Loco's 8 and 12 piece meals feature the chain's famous hand-marinated, flame-broiled chicken served with a choice of side dishes, corn or flour tortillas and the chains' signature salsas—Pico de Gallo, Avocado, Spicy Chipotle and El Pollo Loco's famous house salsa. All are prepared fresh every day.

Last year's debut of the "Dinner and a Movie" offer received rave reviews from consumers and was among El Pollo Loco's most successful events of 1999. The limited time offer achieved a comparable store sales increase for the chain of 9.5% over the previous year.

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

"Dinner and a Movie" will be advertised in both general and Hispanic markets through a multimedia campaign beginning May 8. Television commercials will feature a movie premiere theme that will air in 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 and drive-thru signage.