Embracing a New Era at El Pollo Loco
COSTA MESA, Calif. — El Pollo Loco, a prominent name in fire-grilled chicken across the country, is set to introduce an exciting brand refresh on May 15. This new direction reflects a deep passion for their flavorful Fire-Grilled Chicken while maintaining a commitment to quality food options for their guests.
Leadership and Vision Behind the Refresh
Under the recent leadership of CEO Liz Williams, who took charge in March 2024, the brand has been on a transformative journey. The vision for this major overhaul is a three-year plan to revitalize the company's identity, ensuring it resonates with both new and existing customers. El Pollo Loco has strengthened its executive team by bringing in seasoned professionals like Chief Development Officer Tim Welsh and Chief People Officer Bjorn Erland, alongside a powerhouse C-suite that includes Maria Hollandsworth and Jill Adams.
A Bold New Look and Message
As part of the brand refresh, El Pollo Loco has collaborated with Innocean USA, an innovative creative agency, to reintroduce the brand to its loyal fans and attract new diners. Their latest campaign features an engaging brand manifesto video available on YouTube, showcasing the new tagline Let’s Get Loco™. This video narrates the origins of the brand and creatively contrasts the words “loco” and “crazy”, inviting everyone to explore and embrace their own unique passions.
Consumer Experience Redefined
El Pollo Loco’s strategy includes revamping all consumer touchpoints. The updated brand will soon be visible in digital platforms and in-store experiences, featuring fresh color schemes, modern typography, and revised layouts. This strategic refresh aims to create a cohesive customer journey while emphasizing their dedication to quality and freshness through their beloved Fire-Grilled Chicken.
Ad Campaign Launch
To reinforce this brand evolution, an expansive advertising campaign is set to kick off. This campaign will highlight the brand's renewed commitment to quality, prominently featured across television, social media, and digital platforms. Jill Adams, El Pollo Loco’s CMO, shared, “Our goal with this brand refresh is to clearly communicate who we are and what customers can expect from us, ensuring they feel our legacy even before visiting our restaurants.”
Modernization of Physical Locations
In addition to the brand refresh, El Pollo Loco is also modernizing its physical locations. The unveiling of a new restaurant prototype in October 2024 showcases a blend of tradition and modernity. This updated design incorporates beloved elements like the fire stack gradient and the iconic logo while introducing new colors and modern materials.
Enhancements for Greater Accessibility
To further improve the customer experience, many restaurants have been equipped with kiosks, allowing guests more options for ordering. This initiative caters to those who prefer a more autonomous digital ordering experience, enhancing overall customer satisfaction.
Continuing to Grow in a Dynamic Marketplace
The brand refresh is more than just a new look; it is a strategic move to fortify El Pollo Loco’s identity and keep pace with cultural shifts in the fast-food landscape. The company's commitment to innovation and quality food sets it apart in a competitive industry, marking its ongoing growth trajectory.
Frequently Asked Questions
What prompted the brand refresh at El Pollo Loco?
The brand refresh is part of CEO Liz Williams’ vision to revitalize the company and connect with a broader audience, emphasizing its culinary heritage and commitment to quality.
When will the brand refresh launch?
The comprehensive refresh is set to officially roll out on May 15.
What is the new tagline of El Pollo Loco?
The new tagline is Let’s Get Loco™, designed to capture the brand's spirit and connect with customers.
How does the updated restaurant prototype look?
The new design combines both modern aesthetics and beloved elements of the brand, ensuring a familiar yet fresh dining experience.
How many restaurants does El Pollo Loco operate?
El Pollo Loco operates over 495 company-owned and franchised locations across several U.S. states, as well as licensed locations in the Philippines.
