El Pollo Loco announced on May 2, 2025, a comprehensive brand refresh set to roll out on May 15. This initiative is part of a three-year brand turnaround strategy that began with CEO Liz Williams taking the helm in March 2024.
The refresh introduces a new tagline, 'Let’s Get Loco™,' and includes updated consumer touchpoints such as digital and in-store experiences with new color schemes, fonts, and layouts. An ad campaign highlighting the new positioning and commitment to fire-grilled chicken will appear on TV, social, and digital platforms.
The company has also bolstered its leadership team with new hires like Chief Development Officer Tim Welsh and Chief People Officer Bjorn Erland, and engaged a new creative agency, Innocean USA. Additionally, over 200 restaurants now feature kiosks to enhance the digital ordering experience, aligning with the brand's modernization efforts.
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