News

El Pollo Loco rolls out four new chicken burritos

July 31, 2011

As part of El Pollo Loco's new ¡Feel the Mexcellence! campaign, the chain has rolled out four Brand Nuevo Grilled Chicken Burritos.

All of the new burritos feature the chain's signature citrus-marinated, flame-grilled chicken and are wrapped in a large flour tortilla. They include:

• The Poblano featuring flame-grilled chicken combined with fresh avocado, rice, pinto beans, flame-grilled corn, fresh cilantro, diced onions, melted Jack cheese and a mild salsa prepared with Poblano chilies.
• The Califresco with flame-grilled chicken combined with grilled vegetables, rice, pinto beans, fresh pico de gallo, fresh cilantro, melted Jack cheese and hand-made Avocado Salsa.
• El Tradicional featuring hand-pulled flame-grilled chicken cooked in a mild Verde salsa and combined with rice, pinto beans, fresh cilantro, diced onions and melted Jack Cheese.
  
• And the Spicy Chipotle with flame-grilled chicken combined with rice, pinto beans, fresh Pico de Gallo, sour cream, fresh cilantro, melted Jack Cheese and a spicy, smoky fire-roasted Chipotle salsa.

"With the launch of our new grilled chicken burritos, you no longer have to visit an upscale Mexican eatery to find premium burritos bursting with flavor and fresh ingredients," said Mark Hardison, vice president of marketing for El Pollo Loco. "We're slicing fresh avocados, chopping fresh cilantro and using signature salsas that complement our citrus-marinated, flame-grilled chicken to demonstrate what El Pollo Loco ¡Feel the Mexcellence! is all about. We're going above and beyond to combine fresh ingredients in new ways that deliver truly crave-able burritos you won't find anywhere else."

El Pollo Loco is also introducing its new limited time Tropical Habanero Chicken. Available in both individual and family meals through Sept. 23, El Pollo Loco's Tropical Habanero Chicken starts with chicken that's flame-grilled and then covered in a sweet and spicy glaze featuring guava, citrus and Habanero chilies.

El Pollo Loco's Tropical Habanero Chicken builds on the popularity of past limited time flavor favorites, including Tequila Lime, Chile Orange, Chile Lime, Barbecue and Lemon Pepper. El Pollo Loco's traditional flame-grilled chicken is also available. Guests can mix the two varieties, traditional and Tropical Habanero, in their order if they choose.

El Pollo Loco will communicate its Brand Nuevo Burritos and limited time Tropical Habanero Chicken to consumers through a multimedia campaign that includes new television commercials in both English and Spanish, which are set to air in select West Coast markets beginning Aug. 8.

In addition to television advertising, a wide mix of point-of-purchase vehicles will be used to promote El Pollo Loco's new offerings, including window clings, interior signage, register displays and drive-thru communication.

Five laid off at El Pollo Loco headquarters

The Costa Mesa, Calif.-based headquarters of El Pollo Loco has laid off five employees. The layoffs were part of a strategy to cut expenses within the company, according to the OC Register.

There are 135 employees remaining at the corporate headquarters.

In 2010, El Pollo Loco reported a $39.5 million profit loss, and in 2009, it reported a $52.3 million loss.

In May, El Pollo Loco reported operating revenue of $66.9 million, which is a decrease of $1.1 million, or 1.7 percent, from operating revenue for the 13-week period ended March 31, 2010 of $68.0 million.

The company recently completed its previously announced refinancing agreement. The company refinanced its publicly traded bonds with secured private debt and an investment of additional capital from existing equity sponsors.

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