El Pollo Loco, The Nation's Flamed-Grilled Chicken Leader, Challenges Kfc To A Public Taste Test

TV Ad-Supported Challenge and FREE Taste the Fire® Chicken Offer Lets Consumers Decide for Themselves Which Chicken Delivers on the Promise of Real Grilled Flavor

April 24, 2009 // Franchising.com // (COSTA MESA, CA) – In what promises to be the ultimate battle of the birds, award-winning flame-grilled chicken champion El Pollo Loco looks to retain its title by challenging fried chicken chain KFC to a public, side-by-side taste test that will settle the question of which restaurant delivers on the promise of real grilled flavor.

"We know our El Pollo Loco flame-grilled chicken is the real thing, and we will not let our 'grilled' chicken opponent pull the 'feathers' over the public's eyes with a product that is cooked in an oven with no open flames. Our expert cooks have been grilling chicken for more than 30 years and we are so sure that our flame-grilled chicken is superior, we can't wait to prove which chicken has authentic grilled flavor and which is all smoke and no fire," said Steve Carley, chief executive officer of El Pollo Loco. "Let's see if our opponent is too chicken to go it toe-to-toe-- or rather leg-to-leg-- in a taste test. You just can't fake the taste an open flame gives fresh, natural marinated chicken, certainly not when you use an oven for grilling."

Beginning April 26, Carley will throw down the gauntlet in a TV ad campaign featuring him challenging KFC to the Taste the Fire® taste test. Carley will even have a designated hotline for the competitor to call to set up the showdown: 1-877-EPL-STEVE. Visit www.ElPolloLoco.com to see the ads and learn more about El Pollo Loco's Taste the Fire® challenge.

The flame-grilled chicken leader is also inviting chicken-lovers to Taste the Fire® for FREE at El Pollo Loco locations* on Tuesday, April 28 until 8 p.m. During that time, people who ask to Taste the Fire® will be given two FREE pieces of El Pollo Loco's famous citrus-marinated, flame-grilled chicken (leg and thigh) plus two tortillas and fresh salsa. No purchase will be necessary, making this an even juicier deal.

El Pollo Loco will give consumers a voice in the Taste the Fire® Challenge through www.twitter.com/elpollolocoinc and other social media. "The competitor's new cooked-in-an-oven chicken may boast grill-marks, but we believe consumers will agree that the flavor is only skin-deep compared to El Pollo Loco's fresh, natural, deeply marinated chicken cooked to juicy perfection over an open grill," added Carley.

About El Pollo Loco

El Pollo Loco is famous for the unique preparation of its award-winning "pollo" – fresh, natural hormone-free and antibiotic-free chicken marinated in a special combination of herbs, spices and citrus juices, then flame-grilled, hand cut and served hot off the grill with warm tortillas, freshly prepared salsas and a wide assortment of side dishes. Rounding out the menu are fresh, flavorful entrees inspired by the kitchens of Mexico, including signature grilled burritos, Pollo Bowl® entrees, Pollo Salads, tacos, quesadillas, Chicken Tortilla Soup and more.

*Excludes El Pollo Loco locations at Foxwoods Resort & Casino and Universal Studios Hollywood.

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