El Pollo Loco Continues 50th Anniversary Celebration With Innovative and Bold Brand Refresh

Core Insights - El Pollo Loco is launching a comprehensive brand refresh on May 15, 2025, focusing on its Fire-Grilled Chicken offerings while enhancing its visual identity and customer experience [1][4][6] Brand Strategy - The brand refresh is part of a three-year turnaround strategy initiated by CEO Liz Williams since March 2024, which includes strengthening the leadership team and engaging a new creative agency, Innocean USA [2][6] - The new tagline "Let's Get Loco™" aims to connect with both new and existing customers, emphasizing the brand's heritage and passion [3][4] Customer Experience Enhancements - Updated consumer touchpoints will feature new color schemes, fonts, and layouts, creating a unified experience across digital and in-store platforms [4][5] - Over 200 restaurants have introduced kiosks for a more autonomous digital ordering experience, alongside traditional cashier services [5] Restaurant Design - A new restaurant prototype was unveiled in October 2024, showcasing a modern design while retaining key brand elements, aimed at enhancing visual identity and operational efficiency [5][6] Market Position - El Pollo Loco is recognized as the leading fire-grilled chicken restaurant in the U.S., with over 495 locations across seven states and international presence in the Philippines [7]