Latest news with #JillAdams
Yahoo
23-05-2025
- Business
- Yahoo
Why El Pollo Loco's rebrand invites diners to ‘Get Loco'
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. El Pollo Loco this month launched a rebrand and accompanying campaign as the fast-casual grilled chicken chain continues its ongoing three-year strategy around strengthening its identity, keeping pace with culture and increasing awareness. But even as the company faces a challenging consumer environment, CMO Jill Adams said that its efforts are a brand turnaround — not a business one. 'Our business is incredibly healthy,' the executive said. "We've been in business for 50 years. How do we think about the next 50 years and the legacy we want El Pollo Loco to leave as we go into that journey?' To help build that legacy, El Pollo Loco evaluated its brand and found an opportunity to communicate more authentically about the brand's value proposition as it looks to engage consumers and find new ones while growing its footprint. Core to the brand refresh, which launched on May 15, is a new tagline, 'Let's Get Loco,' a double entendre that serves as both a call to action ('What should we have for dinner? Let's get Loco') and a play on the Spanish word for crazy. In this case, the chain wants to engage with consumers around the passions for which they 'go loco' — a message it shared in a brand manifesto video. 'It's a new tagline, but it's so much more than a tagline. It's really about celebrating the passion of others,' Adams said. 'We wanted to ensure this campaign could work very hard in terms of driving awareness and consideration, but then as people get to know the brand, there's a deeper meaning to it.' Along with the new tagline, the refresh includes updated consumer touchpoints across digital and in-store that feature new color schemes, fonts and layouts that Adams described as 'more evolution, not revolution.' New creative agency of record Innocean USA worked on the refresh and accompanying campaign. 'Our hope is to grow the business and build the brand fandom they deserve with smart, strategic work. That means offer-driven ads that stand apart and establish a unique brand voice, complemented by bold, word-of-mouth moments that get talked about and drive engagement across all platforms,' said Jason Sperling, the agency's chief creative officer, in emailed comments. On the heels of the revamp, El Pollo Loco will run two food-focused ads across TV, digital and social with paid media support. A buoyant 15-second spot pitches the chain's new salads and wraps as juicy, creamy, tangy and 'greeny,' while a separate ad takes on 'counterfeit chicken.' Beyond marketing, El Pollo Loco unveiled a new remodel and prototype for its physical locations, and has been working for the last two years on an enhanced loyalty program for its digital properties. 'This [rebrand] will feel like this natural progression of who we've always been, because of those building blocks we've laid across other pieces of the business,' Adams said. El Pollo Loco's brand refresh and growth plans come at a time of continued economic uncertainty and consumer hesitance. The chain, and its competitors in the fast-casual sector and beyond, have also faced labor and supply chain issues. During such periods, El Pollo Loco will look to meet consumers as they seek dependable, reliable comfort without sacrificing quality. 'When there is ever economic uncertainty, we still want to have those moments of affordable luxury, or a moment of escape, maybe from the everyday grind,' Adams said. 'That's the role that restaurants play, so we're really positioned so well.' Recommended Reading Why California Pizza Kitchen faked a midlife crisis with a rebrand stunt
Yahoo
15-05-2025
- Business
- Yahoo
El Pollo Loco Introduces New Fresca Salads and Wraps
EL POLLO LOCO INTRODUCES NEW FRESCA SALADS AND WRAPS Portable, craveable items give consumers a whole new reason to say 'Let's Get Loco™' COSTA MESA, Calif., May 15, 2025 (GLOBE NEWSWIRE) -- El Pollo Loco, the nation's leading fire-grilled chicken restaurant, is asking customers: Do you want your made-to-order salad wrapped or unwrapped? The brand is proud to unveil two limited time options for guests looking to experience flavorful meals made from quality ingredients made to be enjoyed on-the-go with its new Fresca Salads and Wraps. The Fresca Salads and Wraps feature two distinct (and uniquely craveable) flavor profiles, available as a freshly made traditional salad in a bowl or wrapped in a whole wheat tortilla for a convenient, on-the-go meal: CITRUS AVOCADO FRESCA SALAD: Super greens blend with spinach and crisp lettuce topped with a double portion of our citrus-marinated, fire-grilled chopped chicken breast, hand-sliced avocados, crumbled cotija cheese, shredded red cabbage and carrots, and freshly prepared salsa fresca. Served with a new signature citrus vinaigrette made with a squeeze of lime, lemon, and orange. MEXICAN COBB FRESCA SALAD: Super greens blend with spinach and crisp lettuce topped with a double portion of our citrus-marinated, fire-grilled chopped chicken breast, hand-sliced avocados, bacon, roasted corn and red peppers, and crumbled cotija cheese. Served with creamy cilantro dressing. CITRUS AVOCADO FRESCA WRAP: A whole wheat tortilla filled with a generous portion of citrus-marinated, fire-grilled chopped chicken breast, crisp super greens blend with spinach, shredded red cabbage and carrots, crumbled cotija cheese, hand-sliced avocados, freshly-prepared salsa fresca and new signature citrus vinaigrette made with a squeeze of lime, lemon, and orange, all wrapped up for on-the-go convenience. MEXICAN COBB FRESCA WRAP: A whole wheat tortilla filled with a generous portion of our citrus-marinated, fire-grilled chopped chicken breast, crisp super greens blend with spinach, bacon, roasted corn and red peppers, crumbled cotija cheese, hand-sliced avocados and creamy cilantro dressing, all wrapped up for on-the-go convenience. 'Fresca Salads and Wraps highlight the true versatility of our delicious fire-grilled chicken,' said Jill Adams, El Pollo Loco CMO. 'Whether you want to eat your salad in a bowl or as a wrap, our Fresca products deliver on quality and portability – not to mention lots of craveability with our iconic Creamy Cilantro or our new Citrus Vinaigrette dressings.' Prices for a la carte Fresca Salads and Wraps range from $9.00 - $12.00. Price and participation may vary by location. The Citrus Vinaigrette dressing will be a new permanent item, remaining on the menu beyond the limited time offering of the Fresca Salads and Wraps. These new items not only showcase menu and flavor innovation but will also be the first products featured in an ad spot reflecting the recent brand refresh. The :15 ad spot includes close-up shots of the Fresca Salads and Wraps with bright colors and bold angles giving the brand a more modern and energetic tone than has been reflected in previous ad campaigns. For more information or to find the nearest restaurant location, visit To stay updated on the latest deals and offerings, download the Loco Rewards app and follow @elpolloloco on social media. About El Pollo LocoEl Pollo Loco (Nasdaq: LOCO) is the nation's leading fire-grilled chicken restaurant known for its craveable, flavorful, and better-for-you offerings. Recently voted as the #1 'Best Restaurant for Quick, Healthy Food' in USA TODAY's 10 Best Readers' Choice Awards, our menu features innovative meals with Mexican flavors made daily in our restaurants using quality ingredients. At El Pollo Loco, inclusivity is at the heart of our culture. Our community of over 4,000 employees reflects our commitment to creating a workplace where everyone has a seat at our table. Since 1980, El Pollo Loco has successfully expanded its presence, operating more than 495 company-owned and franchised restaurants across seven U.S. states: Arizona, California, Colorado, Nevada, Texas, Utah, and Louisiana. The company has also extended its footprint internationally, with licensed restaurant locations in the Philippines. For more information or to place an order, visit the Loco Rewards app or Follow us on Instagram, TikTok, Facebook, or X. CONTACT: DeVries Globalmedia@ A photo accompanying this announcement is available at in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
18-02-2025
- Business
- Yahoo
A migrant's role in construction
DELL RAPIDS, S.D. (KELO) – As the Department of Homeland Security and ICE continue to make arrests and deportations in the nationwide crackdowns on illegal immigration, we wanted to hear from industries in South Dakota that often rely on migrants to fill their workforce. BX Civil and Construction is a heavy highway road construction company that employs many migrant workers. Call to Freedom supporting bill to raise marriage age 'About 80% of our field workforce is Hispanic, primarily Hispanic workforce,' Jill Adams, Chief HR Officer at BXCC, said. 'Probably starting back around 2010 is when we kind of had that shift into more migrant workers.' Adams says the company does everything it can to make sure all employees are authorized to work in the United States. Adams says the company is not concerned about the crackdown on immigration when it comes to that aspect. However, she wishes there were more avenues to get legal migrant workers. 'We want people to have the right or the authorization to work for us because we need them,' Adams said. 'You know, they're doing difficult work and it's not really work that a lot of people want to do. It's hard, physical labor. It's important work.' And Adams says no matter where their workers come from, they do their jobs well. 'They work very hard and they're very appreciative of everything that they have here and the opportunity to work,' Adams said. 'They just really appreciate it and we enjoy having them work for us. They do important, vital work for us.' Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
