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Gone fishin': El Pollo Loco introduces fish tacos

January 27, 2011

El Pollo Loco will add fish tacos to its lineup this weekend. The new menu item will come in two varieties: Classic Baja and Spicy Avocado. They will be available through mid-April.

Both tacos feature crispy, beer-battered Alaskan white fish served in corn tortillas and topped with shredded cheese and cilantro.

The Classic Baja taco includes a yogurt sauce mixed with El Pollo Loco's signature salsa recipe.

The Spicy Avocado item is also topped with yogurt sauce combined with the chain's avocado salsa recipe. A slice of lime is served with both.

The items are available individually or as a combo with a drink.

"We've topped our beer-battered fish tacos with sauces prepared with our signature salsa recipes for a refreshing twist on a Baja favorite," said Mark Hardison, vice president of marketing for El Pollo Loco Inc. "Limited-time menu offerings like our fish tacos give us opportunities to provide our guests exciting new ways to enjoy the taste of El Pollo Loco."

The new fish tacos will be marketed through a multimedia campaign. General market and Spanish-language television spots will appear in select West Coast markets beginning on Feb. 7.

Additionally, point-of-sale material will be featured, including window clings, translates and other in-restaurant and drive-thru communication.

Fish tacos gaining popularity

As more consumers crave healthier options at their favorite quick-service establishments, fish tacos have begun making their way onto menus. Long John Silver's last year was the first QSR to add fish tacos, taking a nod from the item's sales success at other restaurants such as The Cheesecake Factory and Rubio's. Fish tacos quickly became the former's most popular Mexican specialty when it hit the menu last summer.

"There has been a lot of success with fish tacos and a good penetration, especially on the West Coast," said Darren Tristano, executive vice president of foodservice consultants Technomic Inc. "Also, we're increasingly seeing casual dining places — both Mexican and others — adding fish tacos to their menus. I think what's happening is people are looking for healthier alternatives and a grilled fish taco fits."

El Pollo Loco's venture into these waters comes shortly after the chain announced to the Orange County Register that it was moving away from its steak offerings.

Although newly-appointed CEO Steve Sather said that plan mostly entailed a re-focus on the chain's signature chicken dishes, there was apparently enough room on the menu for fish tacos, which have been in testing for a few months now.