• by Teresa Buyikian , May 28, 2025

El Pollo Loco, the QSR best known for its fire-grilled chicken, turns the big 5-0 this year, and is embracing the semicentennial with a new brand revamp. Refreshed stores, colors, fonts, positioning and a tagline are all part of the national rollout that begins this month.

The refresh was headed by El Pollo Loco’s agency of record, Innocean, which introduced the tagline “Let’s Get Loco!” in the brand’s new manifesto video, seen here. The video highlights the brand’s heritage and explains the difference between “ loco” and “crazy”  -- “Loco is your calling, your obsession your purpose” -- while prompting viewers to pursue their own “loco” passions.

The brand’s glow-up is the latest movement in its reported three-year turnaround plan, which also includes a new national ad campaign, as well as in-store visual improvements and the addition of kiosks in over 200 of the chain’s approximately 400 U.S. locations.

El Pollo Loco’s Chief Marketing Officer Jill Adams told QSR Insider what the brand refresh communicates to consumers about the passionate chicken chain.        

QSR Insider: Why did the brand need a refresh?

Adams: Our decision to refresh the El Pollo Loco brand was driven by a consumer insight that people love our food, but they often don’t consider us for their next meal. This insight grew into a strategic initiative to modernize our image, create memorable marketing, and enhance the customer experience through hospitality, product and digital innovation.

All of this was an effort to not only support national growth….but to keep us top-of-mind in the crowded restaurant space. By focusing on menu, expansion, digital innovation, and operations, we feel confident that this brand refresh will serve us well into the future.

QSR Insider: What are you trying to communicate to the consumer with the new creative/manifesto?

Adams: The goal of this brand campaign is to ensure people know who we are, what we stand for and what they can expect from us before they even walk through the door of an El Pollo Loco restaurant.

We’re passionate about our Fire-Grilled Chicken, and this campaign opens the door to leverage our passion and encourage others to share what they are passionate about.  It is part of a broader strategy to strengthen our identity, keep pace with cultural trends, and increase awareness as we grow nationwide.

QSR Insider: Why did you feel a need for a manifesto?

Adams:    Passion is what drives us and is the secret ingredient that has made us successful for the last 50 years. We like to think that everyone has a passion that drives them and gives them purpose. A manifesto felt like the best way to celebrate and honor those passions -- or, as we like to say, what makes us all a little loco.

Our new tagline is designed to inspire our customers to embrace their own passions and connect with the lively, energetic culture we embody.

QSR Insider: What do you want customers to take away about El Pollo Loco as a brand from the new refresh?

Adams: Our brand refresh is strategically designed to position us at the forefront of quick service restaurants. … Our customers lead busy lives, and they are frequently juggling many priorities.  They need options that make it easy without sacrificing quality.  El Pollo Loco really is the best of both worlds: quality, flavorful food with the speed and ease of a drive-thru.

QSR Insider: What else can we expect to see in the near future in terms of marketing from El Pollo Loco?

Adams: We're leveraging technology to enhance customer experience and streamline operations, while simultaneously evolving our menu to give more portable options that don’t require a fork and knife. Our focus right now is on new menu innovation, everyday value items, and digital-exclusive experiences.

We will continue to leverage platforms like TikTok and Instagram to foster a sense of community and develop scroll-stopping content.  We’re also expanding our influencer network, and looking to additional channels, like Reddit, to keep the conversation going.