El Pollo Loco has watched closely as KFC developed its grilled chicken line. When KFC launched the product in mid-April, El Pollo Loco was ready with marketing to promote its citrus-marinated flame-grilled chicken.

El Pollo Loco kicked off its Taste the Fire ad campaign with a one-day giveaway featuring two pieces of dark-meat grilled chicken plus two tortillas and fresh salsa the day after its competitor’s one-day one-piece giveaway.

Consumers flocked to El Pollo Loco for the giveaway deal on April 28. This store, located in Los Angeles, shows customers lined up outside. El Pollo Loco Brand ambassadors entertained waiting guests with trivia games add jokes.

A customer leaves a El Pollo Loco in Palmdale, CA, after picking up his free chicken, tortillas and salsa. The chain gave away more than 1 million pieces of flame-grilled chicken during the April 28 Taste the Fire Challenge.

El Pollo Loco also responded to KFC's grilled chicken promo, a downloadable coupon good for two weeks in May, except Mother’s Day. El Pollo Loco offered to redeem the competitor’s coupon that day.