COSTA MESA, Calif.--(BUSINESS WIRE)--Something new is getting fired up on El Pollo Loco grills these days and it doesn’t cluck, oink, or quack. El Pollo Loco is steering towards steak with its newest mouthwatering offerings: two varieties of Flame-Grilled Sirloin Steak Tacos, a Sirloin Steak Bowl and the Sirloin Steak & 3-Cheese Quesadilla.
“We’re not putting our chicken out to pasture. It still rules the roost. But when our fans shared their passion for new ways to enjoy the flame-grilled taste of El Pollo Loco, we couldn’t wait to bring the sizzling flavor of our juicy new Sirloin steak to the masses,” said Steve Carley, chief executive officer of El Pollo Loco, Inc. “El Pollo Loco has taken the bull by the horns. We are expanding our 30 years of flame-grilling expertise to Sirloin steak that is deeply marinated in a signature blend of citrus, garlic, herbs and spices and then grilled over open flames by our expert cooks. Don’t fence us in!”
Officially stampeding into stores across the nation on Saturday, January 9, El Pollo Loco’s newest additions to the coop include several Sirloin steak specialties prepared Carne Asada style:
Beginning Sunday, January 17, El Pollo Loco will debut two entirely new TV campaigns – one each in English and Spanish – that introduce the Flame-grilled Sirloin steak menu as well as new “flame” characters that communicate the difference that grilling over an open fire makes. In the English spots created by Los Angeles, CA-based Krueger Communications, the Firemaster (a grill chef created entirely out of CGI flames) demonstrates why El Pollo Loco is the only place he can grill his always perfect chicken and steak. As an original CGI character, the Firemaster is poised to become a well-recognized and unique mascot for El Pollo Loco.
The new Spanish-language spots created by Burbank, CA-based cruz/kravetz:IDEAS take viewers into Grill-land where they discover a comedic band of flame characters that offer the inside story behind the flame-grilled deliciousness of El Pollo Loco.
The flame-grilled chicken AND steak restaurant will host the Stampede for Steak on Wednesday, January 20 to bring the herds into a Los Angeles restaurant (8154 Sunset Blvd. at Serrano). El Pollo Loco will be corralling customers dressed in cowboy-themed clothing to come celebrate the new steak items and earn a FREE flame-grilled sirloin steak taco between the hours of 10 a.m. and 3 p.m. Those who tweet, post on Facebook or email El Pollo Loco a picture of themselves in their cowboy or cowgirl attire at the Stampede for Steak will be entered to win $250 in El Pollo Loco gift vouchers. Five lucky winners will be selected to enjoy El Pollo Loco’s flame-grilled deliciousness…holy cow!
About El Pollo Loco
El Pollo Loco is famous for the unique preparation of its award-winning “pollo” – fresh, natural hormone-free and antibiotic-free chicken marinated in a special combination of herbs, spices and citrus juices, then flame-grilled, hand cut and served hot off the grill with warm tortillas, freshly prepared salsas and a wide assortment of side dishes. Rounding out the menu are fresh, flavorful entrees inspired by the kitchens of Mexico, including signature grilled burritos, Pollo Bowl® entrees, Pollo Salads, tacos, quesadillas, chicken tortilla soup and more. www.ElPolloLoco.com
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