Focusing on its menu variety, El Pollo Loco reinvents the four food groups with combo meals that offer customers four different ways to have their chicken.
The featured combos include: a Classic Chicken Burrito (flame broiled chicken, jack and cheddar cheeses, pinto beans and Spanish rice in a large flour tortilla) with fries or any individual side dish and a 20 oz drink; a 2-peice meal with two individual sides, warm tortillas, salsa and a 20 oz drink; the chain’s own Pollo Bowl served with tortillas and a 20 oz drink; and a Chicken Tostada Salad served with a 20 oz drink. In addition, customers can create their own combo meal from any El Pollo Loco entree.
Through October 8, 2000, consumers purchasing any combo meal can upgrade their 20 oz. beverage with 12 additional ounces served in a new 32 oz Coca-Cola Contour Cup for 49 cents more. The new Coca-Cola Contour Cup filled with beverage is also available for purchase individually.
El Pollo Loco’s combo meals will be communicated to consumers in both general and Hispanic markets through a commercial campaign beginning August 21. General market commercials will continue the use of El Pollo Loco’s chicken dance theme, and Spanish language commercials will explore the different ways people explore the chain’s chicken. The commercials will appear in :15 and :30 second spots in select West Coast markets.
In addition to television and radio advertising, El Pollo Loco will introduce a wide mix of point-of-purchase vehicles featuring “4 Ways to Pollo.” Merchandising components include exterior banners, translites and drive-thru signage.