• by Teresa Buyikian , 6 hours ago

As 2026 kicks off the usual slew of fitness goals, one chicken QSR is rewarding those who actually keep their gym-centered resolutions.

This week El Pollo Loco rolled out an actual Chicken Towel Coupon – for a real gym towel in the brand’s red and yellow colors imprinted with a QR code that is good for a free two-piece leg and thigh meal at any El Pollo Loco restaurant.

The company has placed the towels across gyms in Southern California including Belmont Athletic Club, BLK Box Performance, F45, The Camp and The Weight Room, among others. Copy on the towels reminds gym-goers “Don’t Skip Leg & Thigh Day!” along with the QR code. Members must show the towels’ code at El Pollo Loco locations to receive the freebie.

Jill Adams, CMO at El Pollo Loco told Marketing Daily, “It’s no secret that every January we see a focus on healthier eating and an increase in gym memberships and visits. Combine that with a nostalgic shout out to #legday on social, plus the recent protein craze and the cultural landscape served up the perfect opportunity for us to lean into our … fire-grilled chicken.”

A promo video, created with Innocean USA and seen here, runs on Instagram showing people discovering the towels at various gyms. Additional social content and fitness influencer support will run throughout the month.

“Every January, gyms are packed with people chasing a ‘new year, new you,’” said Jason Sperling, chief creative officer at Innocean USA. “We wanted to reward people showing up for the grind with easy access to … chicken post-workout.”