The chicken chain is refreshing its logo and re-categorizing its menu as “L.A. Mex.”

Costa Mesa, California-based chicken franchise El Pollo Loco is returning to its golden roots and carving out a new niche for itself with the launch of its second rebrand in a year’s time, according to an article in Nation’s Restaurant News. Changes include a return to a similar yellow logo of old and a re-categorization of its menu as “L.A. Mex,” a la Tex-Mex or Cal-Mex.

“The newly coined term, which follows last year’s focus on Hispanic customers, emphasizes the company’s Los Angeles roots,” the article noted.

These latest changes, enacted by CMO Hector Muñoz, are a pivot from the brand’s last revamp in March 2018 spearheaded by former CMO Ed Valle.

El Pollo Loco CEO Bernard Acoca said other facets of the rebrand include new employee uniforms, new packaging and a new “Feed the Flame” tagline for ad campaigns, according to the article. With these changes, the brand hopes to stand out in the crowded chicken segment by focusing on families.

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