El Pollo Loco Continues 50th Anniversary Celebration With Innovative and Bold Brand Refresh
Rhea-AI Summary
El Pollo Loco (LOCO) announces a comprehensive brand refresh launching May 15th, 2025, as part of its 50th anniversary celebration. The refresh includes a new tagline "Let's Get Loco™" and updated visual identity across digital and physical touchpoints. Under CEO Liz Williams' leadership since March 2024, the company has strengthened its C-Suite with new appointments and partnered with Innocean USA for creative direction.
The initiative features new restaurant designs unveiled in October 2024, modernized color schemes, and digital ordering kiosks in over 200 locations. The brand's marketing campaign emphasizes its 50-year legacy of fire-grilled chicken preparation while introducing updated consumer touchpoints and a unified customer experience across all platforms.
Positive
- New leadership team strengthened with strategic C-Suite appointments
- Digital modernization with kiosk implementation in 200+ locations
- Comprehensive brand refresh to attract new customers while maintaining core identity
- New restaurant prototype design focusing on efficiency and innovation
Negative
- None.
News Market Reaction
On the day this news was published, LOCO declined 3.71%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
COSTA MESA, Calif., May 02, 2025 (GLOBE NEWSWIRE) -- El Pollo Loco, the nation's leading fire-grilled chicken restaurant, is proud to announce a comprehensive brand refresh rolling out on May 15th. The brand will lean into its passion for Fire-Grilled Chicken and introduce a new look while continuing its legacy of serving convenient and quality food options to guests.
El Pollo Loco has been transparent about its vision for a three-year brand turnaround, which began when CEO Liz Williams took the helm in March 2024. Since then, El Pollo Loco has bolstered its leadership team bringing in Chief Development Officer, Tim Welsh and Chief People Officer, Bjorn Erland to join the already strong C-Suite of Maria Hollandsworth, Ira Fills, Anne Jollay, Jill Adams and Clark Matthews. Additionally, the brand brought in a new creative agency, Innocean USA, to introduce the brand to new consumers and remind existing customers why they’ve loved El Pollo Loco for the last 50 years.
A brand manifesto video posted to the El Pollo Loco YouTube account features the new tagline Let’s Get Loco™ accompanied by narration of the brand’s origin, contrasting the difference between “loco” and “crazy” and ultimately encouraging viewers to draw inspiration from its founder and pursue their own “loco” passions.
Updated consumer touchpoints will include digital and in-store experiences with new color schemes, fonts and layouts, as well as the Let’s Get Loco tagline, all intended to create a unified customer experience. An ad campaign highlighting the new positioning and reinforcing the brand’s commitment to quality through its Fire-Grilled Chicken will appear on tv, social and digital.
“The goal of this brand refresh is to ensure people know who we are, what we stand for and what they can expect from us before they even walk through the door of a restaurant,” said Jill Adams, El Pollo Loco CMO. “We’ve been grilling citrus marinated chicken in our restaurants for the last 50 years, and we’re excited to share our dedication, or should I say ‘loco’, with the world.”
The physical restaurants are getting a refresh, as well. In October 2024, El Pollo Loco unveiled its new iconic restaurant prototype, showcasing a design that is both enduring and modern. The new restaurant prototype retains beloved brand elements such as the fire stack gradient, logo, and font, while introducing an updated color palette, footprint, and materials. These enhancements establish a bold visual identity that reflects El Pollo Loco’s commitment to innovation and efficiency. More than 200 restaurants now also feature kiosks alongside cashiers for those customers who prefer a more autonomous digital ordering experience.
El Pollo Loco’s brand refresh is part of a broader strategy to strengthen its identity, keep pace with cultural trends, and increase awareness as it looks to continue its growth trajectory.
For more information, visit ElPolloLoco.com.
About El Pollo Loco
El Pollo Loco (Nasdaq: LOCO) is the nation's leading fire-grilled chicken restaurant known for its craveable, flavorful, and better-for-you offerings. Recently voted as the #1 “Best Restaurant for Quick, Healthy Food” in USA TODAY’s 10 Best Readers’ Choice Awards, our menu features innovative meals with Mexican flavors made daily in our restaurants using quality ingredients. At El Pollo Loco, inclusivity is at the heart of our culture. Our community of over 4,000 employees reflects our commitment to creating a workplace where everyone has a seat at our table. Since 1980, El Pollo Loco has successfully expanded its presence, operating more than 495 company-owned and franchised restaurants across seven U.S. states: Arizona, California, Colorado, Nevada, Texas, Utah, and Louisiana. The company has also extended its footprint internationally, with licensed restaurant locations in the Philippines. For more information or to place an order, visit the Loco Rewards app or ElPolloLoco.com. Follow us on Instagram, TikTok, Facebook, or X.
CONTACT:
DeVries Global
media@elpolloloco.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/a6fd4915-260d-4243-82a0-71ef79699261
FAQ
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