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FOR
IMMEDIATE RELEASE
Contacts: Julie Weeks
949-399-2150
El Pollo Loco
jweeks@elpolloloco.com
07/30/2007 EL POLLO LOCO DELIGHTS TACO LOVERS WITH NEW CRUNCHY AND SOFT TACOS The flame-grilled chicken leader asks “What Kind of Taco Lover Are You?” www.locotacolover.com offers fans fun, interactive ways to find out!
IRVINE, Calif. (July 30, 2007) -- There are crunchy taco lovers and there are soft taco lovers, but virtually all taco enthusiasts agree that tacos prepared the traditional way are the very best. And that’s exactly what you’ll find at El Pollo Loco. The nation’s flame-grilled chicken leader announced today the debut of two new tacos, crunchy and soft, both filled with plenty of delicious flame-grilled chicken.
Prepared the traditional way, El Pollo Loco’s new crunchy tacos are stuffed with flame-grilled chicken and topped with crisp lettuce and shredded cheese for authentic flavor and perfect crunch. El Pollo Loco’s new soft tacos start with a warm flour tortilla that is filled with El Pollo Loco’s citrus-marinated flame-grilled chicken and topped with lettuce, shredded cheese, sour cream, fresh cilantro, Cotija cheese and fresh Pico de Gallo. Taco lovers can customize their tacos with any combination of fresh salsas from El Pollo Loco’s self-serve salsa bar. Four varieties are prepared fresh every day: El Pollo Loco’s famous House Salsa, Pico de Gallo, Avocado Salsa and Spicy Chipotle Salsa.
“Crunchy or soft, taco lovers recognize the difference between ordinary fast food tacos and quality, authentically prepared tacos,” said Karen Eadon, chief marketing officer for El Pollo Loco. “Finally, there’s a quick-serve restaurant where taco lovers can indulge in delicious, reasonably priced tacos worthy of their passion.”
El Pollo Loco will communicate the availability of its new Chicken Tacos to consumers through a multimedia campaign that includes general market and Spanish-language television spots that will appear in select West Coast markets beginning August 6, 2007. In addition to television and radio advertising, a wide mix of point-of-purchase vehicles will be used, including roof banners, translites, window clings and drive-thru communication.
Accompanying the debut of its new crunchy and soft tacos, El Pollo Loco is launching a special website, www.locotacolover.com, where taco lovers can indulge their favorite food obsession. The website features out-takes from the latest taco television commercial and invites taco lovers to take the Loco Taco Lovers Personality Test; post pictures of themselves and their friends enjoying their favorite tacos on Show Us Your Taco Love; or simply connect with fellow taco lovers at Taco To Me Baby. The website also offers a buy one-get one free coupon for El Pollo Loco’s new tacos so taco lovers can conduct their own taste test to determine whether crunchy or soft is best.
El Pollo Loco, Inc., a privately held company headquartered in Irvine, California, offers a wide variety of fresh Mexican entrees (grilled chicken burritos, the Original Pollo Bowl, pollo salads, tacos, quesadillas, and more) in addition to individual and family meals of its famous chicken served with a wide variety of sides, warm tortillas and fresh salsas. The company currently operates 371 restaurants in seven states: California, Arizona, Nevada, Texas, Colorado, Illinois and Connecticut. For more information, visit the company’s website at www.elpolloloco.com.
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