El Pollo Loco is shaking things up. This month, the legendary fast-casual grilled chicken chain launched a bold new rebrand. But before you think this is about saving a sinking ship, it’s not. As Chief Marketing Officer Jill Adams put it, “Our business is incredibly healthy.” El Pollo Loco is not fixing problems—it’s laying the foundation for the next 50 years.
So what’s changing? Think of this more as a glow-up than a total overhaul. At the heart of the rebrand is a new tagline: “Let’s Get Loco.” Catchy, right? But it’s more than just a slogan. It’s a rallying cry. Picture this—it’s dinnertime, and someone asks, “What should we eat?” You answer, “Let’s get Loco.” Simple, fun, and totally on brand.
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But there’s another layer to it. “Loco” means “crazy” in Spanish, and El Pollo Loco is leaning into the idea of celebrating the passions that drive us, whether it’s food, music, family, or just living life to the fullest. They even rolled out a brand manifesto video to drive that message home.
Adams explained it best: “It’s really about celebrating the passion of others. We wanted to ensure this campaign could work hard in terms of driving awareness and consideration, but then as people get to know the brand, there’s a deeper meaning to it.”
That deeper connection is key to El Pollo Loco’s long-term vision. The rebrand is part of a three-year strategy to strengthen the brand’s identity, keep up with cultural trends, and expand its footprint. That means not just holding on to loyal fans like you, but also attracting new ones.
Visually, you’ll notice the brand looks a little different, but not too different. The updated design includes new color palettes, fonts, and layouts across its digital and in-store experience. It’s a refined evolution, not a full-on makeover.
Helping bring all this to life is the creative agency Innocean USA, now working with El Pollo Loco as its new agency of record. Jason Sperling, the agency’s chief creative officer, summed it up: “We hope to grow the business and build the brand fandom they deserve with smart, strategic work… complemented by bold, word-of-mouth moments that get talked about.”
So, what does this mean for you? Next time you’re craving grilled chicken, don’t just grab dinner—get Loco. El Pollo Loco isn’t just serving up flame-grilled meals; it’s inviting you to be part of something passionate, flavorful, and exciting.
Because if you’re going to go crazy for chicken, you might as well do it with the chain that’s been perfecting it for 50 years—and is already planning for 50 more.
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