News

El Pollo Loco challenges KFC to grilled taste test

April 23, 2009

COSTA MESA, Calif. — El Pollo Loco is pitting its flame-grilled chicken against KFC's oven-grilled chicken in a taste test, the company has announced.

"We know our El Pollo Loco flame-grilled chicken is the real thing, and we will not let our 'grilled' chicken opponent pull the 'feathers' over the public's eyes with a product that is cooked in an oven with no open flames," said Steve Carley, chief executive officer of El Pollo Loco. "Our expert cooks have been grilling chicken for more than 30 years, and we are so sure that our flame-grilled chicken is superior."

Beginning April 26, Carley will appear in a TV ad campaign featuring him challenging KFC to the Taste the Fire taste test. Carley will even have a designated hotline for the competitor to call to set up the showdown: 1-877-EPL-STEVE. More information about El Pollo Loco's Taste the Fire challenge is available at www.ElPolloLoco.com.

Free taste test

On April 28, El Pollo Loco will provide customers with a free sample for the Taste the Fire comparison at participating El Pollo Loco locations until 8 p.m. During that time, customers who ask to Taste the Fire will be given two FREE pieces of El Pollo Loco's citrus-marinated, flame-grilled chicken (leg and thigh) plus two tortillas and fresh salsa. No purchase necessary.

The Taste the Fire Challenge will also be promoted on the company's Twitter pagewww.twitter.com/elpollolocoincand other social media.