El Pollo Loco kicks off this year’s event with fresh new additions to its burrito lineup. The new burritos, Ranch Chicken and Spicy Chicken, debut today in El Pollo Loco restaurants.
Known for hand-marinated chicken El Pollo Loco serves its chicken hot off the grill with warm tortillas, a
wide variety of side dishes and salsas prepared fresh every day.
In recent years, El Pollo Loco has introduced more portable ways to bring its flame-broiled chicken to consumers
on-the-go. Burritos have emerged as a popular choice.
In prior years, El Pollo Loco’s Chicken Burrito Madness(TM) has given way to several popular burritos, including
the Chicken Lover’s Burrito, Mexican Chicken Caesar Burrito and the Ultimate Burrito. El Pollo Loco has created
two sensational new burritos to commemorate this year’s celebration.
The new burritos, Ranch Chicken and Spicy Chicken, embrace consumers’ demand for fresh, bold flavors and
complement the chain’s existing line of chicken burritos — the Classic, Chicken Lover’s, Mexican Chicken Caesar
and the Ultimate. All feature the flame-broiled chicken that made El Pollo Loco famous.
The new Ranch Chicken Burrito combines two taste sensations — El Pollo Loco’s marinated, flame-broiled chicken
and the fresh, robust flavor of Hidden Valley® Original Ranch Dressing — with pinto beans, cheddar and jack
cheeses, tomatoes, onion and cilantro in a large flour tortilla. The new Spicy Chicken Burrito combines El Pollo
Loco’s flame-broiled chicken with pinto beans, cheddar and jack cheeses, tomatoes, cilantro and the chain’s
popular avocado salsa in a large flour tortilla.
“Chicken Burrito Madness(TM) gives us the opportunity to introduce consumers to exciting new ways to satisfy
their craving for the taste of El Pollo Loco,” said Margaret Jenkins, vice president of marketing for El Pollo Loco.
“The new burritos pair our famous flame-broiled chicken with fresh, bold flavors like Hidden Valley® Original
Ranch Dressing in our new Ranch Chicken Burrito. The result is delicious Mexican food that is 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 20-ounce beverage.
El Pollo Loco’s Chicken Burrito Madness(TM) will be communicated to consumers in both general and Hispanic
markets in a television campaign beginning March 5. The commercials reflect the chain’s new creative direction,
focusing on how different people experience the taste of El Pollo Loco, in upbeat :15 and :30 second spots in
select West Coast markets.
In addition to television advertising, El Pollo Loco will communicate Chicken Burrito Madness(TM) through a wide
mix of point-of-purchase vehicles including exterior banners, translites and drive-thru signage.
El Pollo Loco Inc., a privately held company with headquarters in Irvine, offers a wide variety of fresh mex entrees
in addition to family meal quantities of its famous chicken. As the nation’s leading quick-service restaurant chain
specializing in marinated, flame-broiled chicken, El Pollo Loco operates 280 restaurants in four states — California,
Arizona, Nevada and Texas. For more information, visit El Pollo Loco’s Web site at www.elpolloloco.com.
