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FOR
IMMEDIATE RELEASE
Contacts: Julie Weeks
714-599-5150
El Pollo Loco
jweeks@elpolloloco.com
2/22/2008 EL POLLO LOCO DEBUTS THE QUESO CRUNCH BURRITO Favorite flavors and textures unite superbly in the flame-grilled chicken leader’s biggest, boldest burrito taste yet!
COSTA MESA, Calif. (February 22, 2008) – It was just last year when El Pollo Loco asked fans “What Kind of Taco Lover Are You?” as it launched two new tacos, one crunchy and one soft. Flavor aficionados overwhelmingly voted for both, fueling El Pollo Loco’s enthusiasm in creating a brand new menu sensation that could deliver a variety of tastes and textures people crave.
Enter the Queso Crunch Burrito! Following extensive recipe development and consumer testing, the culinary connoisseurs at El Pollo Loco have come up with the perfect blend of flavors and textures in its biggest, boldest burrito taste yet. The new Queso Crunch Burrito is available at all El Pollo Loco restaurants beginning Monday, February 25th. This taste sensation combines plenty of El Pollo Loco’s fresh, natural, citrus-marinated, flame-grilled chicken breast with its signature Jack cheese & poblano queso, refried beans, sour cream, Pico de Gallo salsa, crispy tortilla strips and optional jalapeno slices. The ingredients are then wrapped in a large flour tortilla layered on the inside with melted Jack and Cheddar cheese and the burrito is grilled to perfection to meld all the flavors and textures.
“We are thrilled with the new Queso Crunch Burrito and think it will be a hit with our guests. It’s a spectacular combination of soft and crunchy textures with plenty of El Pollo Loco’s fresh, natural, flame-grilled chicken breast layered throughout,” said Karen Eadon, chief marketing officer for El Pollo Loco. “Now, pollo enthusiasts have a delicious and portable new way to enjoy the citrus-marinated, flame-grilled taste that only chicken from El Pollo Loco can deliver.”
El Pollo Loco will communicate its new Queso Crunch Burrito to consumers through a multimedia campaign that includes new television commercials that will appear in select West Coast markets beginning March 3, 2008. In addition to television advertising, a wide mix of point-of-purchase vehicles will be used to introduce the Queso Crunch Burrito, including window clings, translites, register toppers and drive-thru communication.
El Pollo Loco, Inc., a privately held company headquartered in Costa Mesa, California, offers a wide variety of fresh Mexican entrees (grilled chicken burritos, the Original Pollo Bowl, pollo salads, tacos, quesadillas, Chicken Tortilla Soup, 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 392 restaurants in nine states: California, Arizona, Nevada, Texas, Colorado, Georgia, Illinois, Massachusetts and Connecticut. For more information, visit the company’s website at www.elpolloloco.com.
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