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Costa Mesa, California-based chicken franchise <a href="https://elpolloloco.com/franchising/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=el-pollo-loco-announces-second-rebrand-in-a-year-2709379" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">El Pollo Loco</a> is returning to its golden roots and carving out a new niche for itself with the launch of its second rebrand in a year&rsquo;s time, <a href="https://www.nrn.com/quick-service/el-pollo-loco-pivots-again-2nd-brand-refresh-year?NL=NRN-02_&amp%3BIssue=NRN-02__20190311_NRN-02__329&amp%3Bsfvc4enews=42&amp%3Bcl=article_1_4&amp%3Butm_rid=CPG06000007795822&amp%3Butm_campaign=29135&amp%3Butm_medium=email&amp%3Belq2=285cd1c390cf47fe80eb22d96600ad20&utm_source=1851franchise.com&utm_medium=article&utm_campaign=el-pollo-loco-announces-second-rebrand-in-a-year-2709379" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">according to an article in Nation&rsquo;s Restaurant News</a>. Changes include a return to a similar yellow logo of old and a re-categorization of its menu as &ldquo;L.A. Mex,&rdquo; a la Tex-Mex or Cal-Mex.

&ldquo;The newly coined term, which follows last year&rsquo;s focus on Hispanic customers, emphasizes the company&rsquo;s Los Angeles roots,&rdquo; the article noted.

These latest changes, <a href="https://1851franchise.com/el-pollo-loco-taps-chicken-fast-food-veteran-for-cmo-role-2708558" style="text-decoration-line:none" target="_blank">enacted by CMO Hector Mu&ntilde;oz</a>, are a pivot from the brand&rsquo;s last revamp in March 2018 <a href="https://1851franchise.com/nrn-el-pollo-loco-cmo-ed-valle-makes-sudden-exit-2707008" style="text-decoration-line:none" target="_blank">spearheaded by former CMO Ed Valle</a>. 

El Pollo Loco CEO Bernard Acoca said other facets of the rebrand include new employee uniforms, new packaging and a new &ldquo;Feed the Flame&rdquo; 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.

Read the full story <a href="https://www.nrn.com/quick-service/el-pollo-loco-pivots-again-2nd-brand-refresh-year?NL=NRN-02_&amp%3BIssue=NRN-02__20190311_NRN-02__329&amp%3Bsfvc4enews=42&amp%3Bcl=article_1_4&amp%3Butm_rid=CPG06000007795822&amp%3Butm_campaign=29135&amp%3Butm_medium=email&amp%3Belq2=285cd1c390cf47fe80eb22d96600ad20&utm_source=1851franchise.com&utm_medium=article&utm_campaign=el-pollo-loco-announces-second-rebrand-in-a-year-2709379" target="_blank" rel="nofollow" style="text-decoration-line:none" target="_blank">here</a>.

El Pollo Loco, chicken franchise, rebrand

El Pollo Loco Announces Second Rebrand in a Year

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

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