El Pollo Loco announces comprehensive brand refresh

El Pollo Loco (LOCO) announced a comprehensive brand refresh rolling out on May 15th. The company said, “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. “