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El Pollo Loco Holdings, Inc. reports developments from its fast-casual restaurant business, which operates and franchises El Pollo Loco restaurants centered on citrus-marinated fire-grilled chicken and Mexican-inspired menu items such as burritos, tostadas, bowls, salads and bone-in chicken meals. News commonly covers quarterly financial results, system-wide and company-operated restaurant sales trends, restaurant contribution, operating costs and debt levels.
Company updates also include menu innovation, product tests, loyalty program activity through Loco Rewards, marketing partnerships and brand initiatives tied to its restaurant base. These releases connect operating performance with customer traffic, pricing, menu mix and franchise activity in the limited-service restaurant market.
El Pollo Loco (Nasdaq: LOCO) has appointed Initiative as its new strategic media agency following a competitive pitch. Initiative will oversee a $30 million media budget, focusing on planning and buying across various channels, including digital. The company aims to boost its digital presence, having increased digital media spending from 5% to over 30% of its total budget. In 2020, digital sales tripled compared to the previous year, indicating a strong growth trajectory in this area.
El Pollo Loco (Nasdaq: LOCO) has rolled out its vegan Chickenless Pollo™ across all 485 locations, responding to positive customer feedback from its initial launch. The reformulated recipe is dedicated to plant-based diets, certified by the American Vegetarian Association (AVA), and utilizes a non-GMO soy protein base without egg enzymes. Customers can now customize their orders to make them vegan by removing cheese and dressings. CEO Bernard Acoca highlighted the company's commitment to healthier eating options, marking a significant step in the plant-based market.
El Pollo Loco (Nasdaq: LOCO) has opened a new restaurant in Tucson, Arizona, expanding its franchise presence in the state. This location is managed by Lugos Pollos Inc., marking its fifth establishment by this franchise partner. The new restaurant features a seating capacity of 58 and will employ approximately 30 staff members. The company aims to enhance its market presence through strategic franchise development, and customers can benefit from the Loco Rewards program, offering incentives for purchases.
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