News

El Pollo Loco welcomes back the Queso Crunch Burrito

July 22, 2010

El Pollo Loco has kicked things up a notch with the reintroduction of its limited-time-only Queso Crunch Burrito. The item first appeared briefly in 2008, and returns Saturday with a twist - customers can now choose either El Pollo Loco's flame-grilled chicken or its new, citrus-marinated, flame-grilled Carne Asada-style sirloin steak.

The Queso Crunch Burrito combines either the chicken or steak with Jack cheese and poblano queso, Pico de Gallo salsa, crispy tortilla strips and optional jalapeno slices. Wrapped in a large flour tortilla, the burrito is then grilled.

The burrito will be available through the end of September.

According to a press release, El Pollo Loco will communicate its new Queso Crunch Burrito to consumers through a multimedia campaign that includes new television commercials in both English and Spanish. The ads will appear in select West Coast markets beginning Aug. 2. 

In addition, a wide mix of point-of-purchase vehicles will be used to introduce the item, including window clings, translites, register displays, tray-liners and drive-thru communication.

El Pollo Loco, Inc. is a privately held company headquartered in Costa Mesa, Calif.