El Pollo Loco adds new logo, old favorites

El Pollo Loco has a new logo but is also reaching into the past to bring back a longtime menu favorite — tostadas.The company said the logo change marks "the most significant change in its visual identity since 1980."

In with the new ...
The new logo features an updated chicken visual, a red-and-black color scheme and original typeface, combined to convey a more sophisticated look reflective of its Los Angeles roots and commitment to fresh, authentic Mexican-inspired flavors, according to a company press release.

"Our new logo underscores the heart and soul of our brand - our signature citrus-marinated, fire-grilled chicken - and more cohesively aligns with the distinctiveness of the new 'Vision Design' restaurants, which showcase our quality, authenticity and QSR-plus leadership," CMO Ed Valle, said in the release. "This update is another milestone in the company's ongoing transformation and reinforces our promise to continually innovate."

Earlier this month, the company began a gradual rollout of the new logo to all restaurants, including packaging, uniforms, branding communications and digital experiences. 

And in with some of the old favorites, too
Meanwhile, the fire-grilled chicken chain is also remembering its past by bringing back four bestselling tostadas as LTOs. The flagship Tostada bowl lineup features:
•    Avocado Bacon with chicken, avocado, bacon, beans, sour cream, rice, cheese, pico de gallo.
•    Avocado Mango Chicken with mango salsa, beans, rice, cotija, cilantro.           
•    Chicken & Shrimp, with avocado, beans, sour cream, rice, cheese, pico de gallo.
•    Double chicken with avocado, beans, sour cream, rice, cheese, pico de gallo.

"Our Signature Tostadas have long been adored by El Pollo Loco fans, and we're very excited to bring back the four bowls our customers love the most," El Pollo Loco Vice President of Research and Development Heather Gardea, said in the release. 

El Pollo Loco has more than 470 restaurants in Arizona, California, Nevada, Texas and Utah and is expanding in other markets. 

Topics: Franchising & Growth

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