Food Industry
Industry: Email Alert RSS FeedEl Pollo Loco rolls out $1 'Loco Dollar Deals' promo
Nation's Restaurant News, April 25, 2005
IRVINE, CALIF. -- El Polio Loco debuted $1 Loco Dollar Deals and 25-cent tacos to launch the 25th anniversary promotion of the 320-plus-unit grilled-chicken chain.
The Dollar Deals offer such items as Tacos al Carbon, cheese quesadillas and churros for $1 each through the end of September. In addition, customers who buy a family chicken meal of any size can buy up to four Tacos al Carbon--a Spanish descriptor signifying flame grilling--for 25 cents each through June 5.
The Irvine-based chain's new bargain pricing initiative is similar to the nearly year-old "Fresh & Affordable" value menu of fast-casual chain rival Rubio's Fresh Mexican Grill, based in Carlsbad, Calif., which has reported success in marketing such items as 99-cent "street tacos" of carnitas and other meats as add-on orders.
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TV spots for El Pollo Loco's general and Hispanic markets are supporting the promotion.
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