News

El Pollo Loco debuts two new chicken burritos

March 5, 2012

El Pollo Loco has expanded its grilled chicken burrito line-up with the addition of the Roja Wet and Chicken Avocado burritos.

The new items are now available in all El Pollo Loco restaurants.

• The Roja Wetfeatures El Pollo Loco's signature flame-grilled chicken combined with pinto beans, pico de gallo salsa, fresh cilantro, diced onions and melted Jack cheese wrapped in a flour tortilla and covered in Colorado sauce. It is then topped with fresh cilantro, Cotija cheese and served with hand-made guacamole and sour cream on the side. It is available for a limited time only.
• The Chicken Avocado features El Pollo Loco's signature flame-grilled chicken, fresh avocado, crisp shredded cabbage, pinto beans, pico de gallo salsa, fresh cilantro, melted Jack cheese and creamy cilantro dressing.

"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 also is offering a special deal on its flame-grilled chicken. From now until mid-April, consumers can purchase 12 pieces (legs and thighs) with free tortillas for $12.

El Pollo Loco is communicating the new additions to its burrito line and leg and thigh offer through a multimedia campaign which includes new television commercials in both English and Spanish in select West Coast markets.

Also, 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.

Read more about food and beverage launches.