El Pollo Loco is celebrating its 50th anniversary with a comprehensive brand refresh set to launch on May 15, 2025. This initiative, introduced under CEO Liz Williams, encompasses a new tagline, “Let’s Get Loco,” and a revamped visual identity across digital and in-store platforms. The refresh aims to unify customer experiences through updated color schemes, fonts, and layouts, reinforcing the brand’s commitment to quality and its signature fire-grilled chicken. A new advertising campaign will highlight this positioning across various media channels.
The physical transformation includes the rollout of the iconic restaurant prototype, featuring a modern design with energy-efficient systems and digital ordering kiosks. This design retains familiar brand elements while introducing a fresh aesthetic to enhance customer engagement. Over 200 locations have already integrated these kiosks, offering a more autonomous ordering experience.
“The goal of this brand refresh is to ensure people know who we are, what we stand for and what they can expect from us before they even walk through the door of a restaurant,” said Jill Adams, El Pollo Loco CMO.
The brand’s refresh aims to strengthen its identity and increase awareness as it continues to grow and expand within the upcoming years.
Learn more here: El Pollo Loco Continues 50th Anniversary Celebration With