El Pollo Loco intros grilled chicken tortilla roll

COSTA MESA, Calif. — El Pollo Loco has announced the introduction of its latest menu item, the Grilled Chicken Tortilla Roll.

The Grilled Chicken Tortilla Roll combines citrus-marinated, flame-grilled chicken with melted Jack and Cheddar cheeses rolled in a large flour tortilla and grilled. It is served with a choice of dipping sauces — avocado salsa, creamy cilantro or queso sauce — and is available at selected El Pollo Loco restaurants beginning Sept. 13, 2008. The item is being offered for $1.99.

El Pollo Loco will communicate its new Grilled Chicken Tortilla Roll through a multimedia campaign that includes television commercials in select West Coast markets beginning Sept. 15. Additionally, a wide mix of point-of-purchase vehicles will introduce the Grilled Chicken Tortilla Roll, including window clings, translites, register displays and drive-thru communication.