El Pollo Loco Continues 50th Anniversary Celebration With Innovative and Bold Brand Refresh
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.
El Pollo Loco (LOCO) annuncia un completo restyling del marchio che sarà lanciato il 15 maggio 2025, in occasione del 50° anniversario. Il rinnovo comprende un nuovo slogan "Let's Get Loco™" e un'identità visiva aggiornata su tutti i punti di contatto digitali e fisici. Sotto la guida della CEO Liz Williams, in carica da marzo 2024, l'azienda ha rafforzato il suo team dirigenziale con nuove nomine e ha collaborato con Innocean USA per la direzione creativa.
L'iniziativa include nuovi design per i ristoranti, presentati nell'ottobre 2024, schemi di colori modernizzati e chioschi digitali per ordinazioni in oltre 200 sedi. La campagna di marketing del marchio mette in evidenza la tradizione di 50 anni nella preparazione del pollo alla griglia, introducendo al contempo nuovi punti di contatto per i clienti e un'esperienza unificata su tutte le piattaforme.
El Pollo Loco (LOCO) anuncia una renovación integral de su marca que se lanzará el 15 de mayo de 2025, como parte de la celebración de su 50º aniversario. La renovación incluye un nuevo lema "Let's Get Loco™" y una identidad visual actualizada en todos los puntos de contacto digitales y físicos. Bajo el liderazgo de la CEO Liz Williams desde marzo de 2024, la empresa ha fortalecido su equipo ejecutivo con nuevos nombramientos y se ha asociado con Innocean USA para la dirección creativa.
La iniciativa presenta nuevos diseños de restaurantes revelados en octubre de 2024, esquemas de colores modernizados y quioscos digitales de pedidos en más de 200 ubicaciones. La campaña de marketing de la marca destaca su legado de 50 años en la preparación de pollo a la parrilla, mientras introduce puntos de contacto actualizados para el consumidor y una experiencia unificada para el cliente en todas las plataformas.
El Pollo Loco (LOCO)는 2025년 5월 15일에 50주년 기념 행사의 일환으로 종합적인 브랜드 리프레시를 발표했습니다. 이번 리프레시에는 새로운 태그라인 "Let's Get Loco™"와 디지털 및 오프라인 접점 전반에 걸친 업데이트된 시각 아이덴티티가 포함됩니다. 2024년 3월부터 CEO Liz Williams의 리더십 아래, 회사는 경영진을 강화하고 Innocean USA와 창의적 방향 설정을 위해 협력했습니다.
이 이니셔티브는 2024년 10월 공개된 새로운 레스토랑 디자인, 현대화된 색상 구성, 200개 이상의 매장에 도입된 디지털 주문 키오스크를 특징으로 합니다. 브랜드의 마케팅 캠페인은 50년간 이어온 불에 구운 치킨 조리 전통을 강조하면서, 업데이트된 소비자 접점과 모든 플랫폼에서 통합된 고객 경험을 제공합니다.
El Pollo Loco (LOCO) annonce un rafraîchissement complet de sa marque qui sera lancé le 15 mai 2025, dans le cadre de la célébration de son 50e anniversaire. Cette mise à jour inclut un nouveau slogan "Let's Get Loco™" ainsi qu'une identité visuelle renouvelée sur tous les points de contact numériques et physiques. Sous la direction de la PDG Liz Williams depuis mars 2024, l'entreprise a renforcé son équipe de direction avec de nouvelles nominations et s'est associée à Innocean USA pour la direction créative.
Cette initiative comprend de nouveaux designs de restaurants dévoilés en octobre 2024, des palettes de couleurs modernisées et des bornes de commande numériques dans plus de 200 établissements. La campagne marketing de la marque souligne son héritage de 50 ans dans la préparation du poulet grillé au feu, tout en introduisant des points de contact consommateurs actualisés et une expérience client unifiée sur toutes les plateformes.
El Pollo Loco (LOCO) kündigt eine umfassende Markenauffrischung an, die am 15. Mai 2025 im Rahmen der 50-Jahr-Feier gestartet wird. Das Refresh umfasst einen neuen Slogan "Let's Get Loco™" sowie eine aktualisierte visuelle Identität über digitale und physische Berührungspunkte hinweg. Unter der Leitung von CEO Liz Williams seit März 2024 hat das Unternehmen seine Führungsebene mit neuen Ernennungen gestärkt und eine Partnerschaft mit Innocean USA für die kreative Leitung geschlossen.
Die Initiative beinhaltet neue Restaurantdesigns, die im Oktober 2024 vorgestellt wurden, modernisierte Farbschemata und digitale Bestellkioske in über 200 Standorten. Die Marketingkampagne der Marke hebt das 50-jährige Erbe der Feuergrill-Hähnchen-Zubereitung hervor und führt gleichzeitig aktualisierte Kundenkontaktpunkte sowie ein einheitliches Kundenerlebnis auf allen Plattformen ein.
- 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
- None.
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
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