March 05, 2012 // Franchising.com // Calling all burrito lovers! El Pollo Loco’s culinary experts have expanded its Grilled Chicken Burrito line-up with the addition of two new, hand-made Chicken Burritos.
The new Grilled Chicken Burritos will be available in all El Pollo Loco restaurants beginning March 3, and five varieties mean there’s a Grilled Chicken Burrito to please every pallet. All feature plenty of the chain’s signature citrus-marinated, flame-grilled chicken and are wrapped in a large flour tortilla grilled to mouthwatering perfection. Below is a rundown of the two new burrito sensations:
“With the launch of the Roja Wet and Chicken Avocado Burritos, we’re continuing our commitment to go above and beyond to combine fresh ingredients in new ways that deliver truly craveable burritos you won’t find anywhere else,” said Ed Valle, chief marketing officer for El Pollo Loco. “We’re using our fresh guacamole, signature hand-made salsas and dressings to compliment the delicious taste of our citrus-marinated, flame-grilled chicken.”
Additionally, El Pollo Loco is also offering a great deal on its delicious flame-grilled chicken. From now until mid-April, consumers can purchase twelve pieces (legs and thighs) with free tortillas for just $12.
El Pollo Loco will communicate the new additions to its burrito line and leg and thigh offer to consumers through a multimedia campaign which includes new television commercials in both English and Spanish language, which are set to air in select west coast markets beginning March 5, 2012.
In addition to television advertising, a wide mix of point-of-purchase materials will be used to promote El Pollo Loco’s new offerings, including window clings, interior signage, register displays and drive-thru communication.
Headquartered in Costa Mesa, California, El Pollo Loco, Inc. currently operates nearly 400 restaurants located primarily in California, with additional restaurants in Arizona, Connecticut, Illinois, Nevada, Texas and Utah. El Pollo Loco’s menu features its signature citrus-marinated, flame-grilled chicken in individual and family-sized meals served with warm tortillas, freshly prepared salsas and an assortment of sides. El Pollo Loco also serves a variety of Mexican-inspired entrees featuring the chain’s citrus-marinated, flame-grilled chicken, including Pollo Bowl® entrees, grilled chicken salads, grilled burritos, tacos and more. For more information, visit www.elpolloloco.com.
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El Pollo Loco, Inc.