The current economy, says the El Pollo Loco chain, has led consumers to focus increasingly on value when making decisions about feeding their family.

Responding to what it sees as the heightened demand for complete meals that offer both value and great taste, El Pollo Loco announced the return of its limited time Free Large Side offer.

Now through March 3, 2002, El Pollo Loco will offer a free large side with the purchase of every eight-, ten-, or twelve-piece meal. Consumers can select their free side from an extensive line-up of side items that includes the chain’s signature pinto beans, smokey black beans, Spanish rice, cole slaw, corn cobbettes, mashed potatoes and gravy, potato salad, macaroni and cheese, fresh vegetables, and garden salad.

El Pollo Loco has long been a popular choice for consumers seeking a wholesome alternative to traditional fast food. For more than twenty years, the chain has been serving its marinated, flame-broiled chicken hot off the grill with warm tortillas, a wide variety of side dishes, and salsas prepared fresh every day. Since its debut in the fall of 1999, El Pollo Loco’s limited-time Free Large Side offer has struck a responsive chord with consumers.

“Families today are increasingly looking to stretch their dollars with fresh, wholesome meals that appeal to everybody in the household,” said Margaret Jenkins, vice president of marketing for El Pollo Loco. “Our Free Large Side offer provides families the value and great taste they’re looking for, along with the opportunity to sample a new side dish or enjoy more of their favorites on us.”

El Pollo Loco’s Free Large Side offer will be communicated to consumers in both general and Hispanic markets through a multi-media campaign that begins January 14. General market television advertising will feature the limited-time offer in commercials that focus on the passion people have for the chain’s marinated, flame-broiled chicken. Spanish commercials will continue to explore the amusing ways that people satisfy their craving for El Pollo Loco. The commercials will appear in fifteen- and thirty-second spots in select West Coast markets.

In addition to television and radio advertising, El Pollo Loco will communicate its Free Large Side offer through a wide mix of merchandising components that includes exterior banners, translites, and drive-thru signage.