El Pollo

Loco

El Pollo Loco wanted help launching their LTOs, understanding their audience, and determining how they should expand their footprint across America.

What started as wanting to reach Gen Z with product offerings became an opportunity for us to influence how the brand gained awareness in states where it did not exist yet.

Reaching Gen Z

El Pollo Loco is an emerging QSR brand in the West, South and SouthWest regions. They have an established presence among Gen X and Millennials, but were seeking to build awareness with Gen Z.

They came to us to help bridge the gap between Gen Z and their existing audiences, wanting us to develop strategy and creative that helped them appeal to the younger audience.

  • Analysis, planning, and strategy provided for up to 12 products releasing at various times in 2026. Strategy led the approach to the product for the entire IAT, including media, influencer, PR, and CRM.

  • Studying and learning Gen Z’s eating, social and consumption habits to better inform creative, strategy and our partners.

  • Establishing a brand presence and strategy for El Pollo Loco that elevated them from a brand with a transactional relationship with their audience to an actual community.

Helping EPL Expand

El Pollo Loco is focusing on expansion. They plan to expand their footprint and wanted to go from a regional brand to one with national appeal.

  • Stakeholder interviews, social listening and syndicated research that pulled together information on who the audience for EPL is, who our target should be, and how our business objectives are influenced by that audience.

  • Desk and syndicated research on both established and emerging competitors. Examining how their positioning evolved and what takeaways we could apply to EPL’s own plans.

  • As EPL was looking to expand, they needed help understanding where, how, and why they should show up. We developed briefs and decks to define their channels, outline potential opportunities, and educate them on how to activate across all their opportunities and tell a cohesive, enticing story about El Pollo Loco.

Let’s Work Together

If you're interested in working with me, complete the form with a few details about your project. I'll review your message and get back to you within 48 hours.