Move over fried chicken sandwiches and buffalo
wings. Grilled chicken has entered the chicken chat.
This week Southern California’s El Pollo Loco chain unveiled a yearlong lobbying effort has paid off with the
designation of Sept. 9 as “National Grilled Chicken Day.”
The 500-unit chain, known primarily for its citrus marinated fire-grilled chicken, spent the last year
“seeking long overdue justice” for grilled poultry via an outdoor board in Times Square, petitioning multiple holiday-naming organizations and holding various social contests and
promotions.
“We couldn’t believe that this … way to cook and enjoy chicken was being left off the long list of food holidays,” said Liz Williams,
CEO of El Pollo Loco. “El Pollo Loco has been celebrating fire-grilled chicken daily for the last 50-plus years, now everyone can … enjoy grilled chicken on Sept. 9.”
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The chain is offering “Loco Rewards” loyalty members a free two-piece leg and thigh meal with a drink purchase on Sept. 9.
The newly designated fowl
holiday comes at an opportune time for El Pollo Loco, as the chain recently reported Q2 total revenue was up to $129.6 million, as compared to $125.8 million to the same quarter in 2025, with an
increase of 3.9% in system-wide comparable restaurant sales.
The chain recently announced further expansion plans based on the recent success, as reported in The Los Angeles Times, with 18-20 new locations slated for Arizona,
Colorado, New Mexico, Texas and Washington.
The chicken chain has also partnered with multi-instrumentalist and producer Kaelin Ellis on the “Loco Hall of Flame Music
Challenge,” where the brand’s fans can compete in a creative challenge for the chance to win “Free Chicken for Life,” (defined as one El Pollo Loco two piece leg and thigh
chicken meal per week, per year, for 50 years).
From Sept. 10-23, potential contestants must “write a hook, spit a verse, duet, remix, dance, animate a music video or create something
completely unexpected” and post to Instagram or TikTok to enter.