El Pollo Loco today announced a new taste sensation. Revered as the preeminent destination for flame-grilled chicken, El Pollo Loco has a reputation for introducing flavorful twists on its signature chicken. The latest–among such favorites as Barbecue, Chile Lime, and Lemon Pepper–is El Pollo Loco’s Fuego Chile Orange.

El Pollo Loco’s new Fuego Chile Orange is a bold blend of sweet and tangy flavors that can be enjoyed, for a limited time, in a variety of ways — on El Pollo Loco’s flame-grilled bone-in chicken, in the new Fuego Grilled Burrito and on the new Fuego Tostada Salad.

El Pollo Loco’s Fuego Grilled Burrito combines plenty of flame-grilled chicken breast with shredded cheese, Spanish rice, pinto beans, Pico de Gallo, sour cream and, of course, El Pollo Loco’s special new Fuego sauce in a warm flour tortilla that’s grilled to perfection. The new Fuego Tostada Salad combines crisp lettuce, shredded cheese, pinto beans, Spanish rice, Pico de Gallo, and chopped flame-grilled chicken breast topped with sour cream and Fuego sauce in a crisp tostada shell bowl.

“Consumers today are ready for bolder, breakthrough flavor and that’s exactly what our Fuego Chile Orange Chicken delivers,” says Karen Eadon, chief marketing officer for El Pollo Loco. “It’s a delicious twist on our traditional flame-grilled chicken and can be enjoyed in a variety of ways: on our bone-in chicken, our Fuego Grilled Burrito or Fuego Tostada Salad.”

All three Fuego Chile Orange menu items will be available in restaurants through Oct. 16, 2005. During this time, El Pollo Loco’s traditional flame-grilled chicken will also be available. Guests can mix their orders of bone-in chicken, enabling them to enjoy both varieties.

El Pollo Loco will communicate its new Fuego Chile Orange Chicken through a multi-media campaign. General audience and Spanish language commercials will appear as 15- and 30-second spots in select West Coast markets and focus on the unique and special flavor only El Pollo Loco can deliver. An insert will include coupons for Fuego Chile Orange menu items, including one that can be redeemed for a free piece of Fuego Chile Orange Chicken.

El Pollo Loco is also using a wide mix of point-of-purchase vehicles to announce its Fuego Chile Orange Chicken event. Merchandising components include exterior banners, window clings, interior translites and signage, drive-thru signage, and crew caps.

Recognized for delivering innovative taste profiles, Julupa LLC developed El Pollo Loco’s new Fuego sauce. Julupa LLC is a full-service, specialty food development and marketing firm based in Tustin, Calif.

News, El Pollo Loco