El Pollo Loco Wants to Give You Concert Tickets, Not Coupons
El Pollo Loco is betting that loyalty members want more than discounts. The fire-grilled chicken chain rolled out a refreshed Loco Rewards program earlier this year, pairing exclusive experiences with app-driven promotions as part of a broader turnaround that's already delivering results.
The centerpiece of the relaunch: a partnership with Coca-Cola for a "soccer challenge" giving members a shot at a VIP trip to the 2026 Major League Soccer All-Star Game in Charlotte, N.C., on July 29. The grand prize includes two game tickets, hotel accommodations, flight vouchers, and a $300 Visa gift card. A hundred runner-up winners each receive a $25 El Pollo Loco gift card.
"Loco Rewards has always been about more than acquiring points. It's about thanking and rewarding our most loyal guests," chief marketing officer Jill Adams said. "The Coca-Cola x El Pollo Loco Soccer Challenge is exactly the kind of value we are looking to provide — giving our members access to experiences they genuinely love, not just a discount at checkout."
Beyond the sweepstakes, the updated program features seasonal boosts, early access to new menu items, curated experiences like concert and sporting event tickets, personalized offers, and weekly Loco Friday Drops. Members earn 100 points per dollar spent across three tiers: Pollito, Pollo, and Pollo Loco.
The rewards refresh fits into a larger digital push that CEO Liz Williams has driven since launching a five-pillar turnaround plan in 2024. That plan targets brand positioning, hospitality, digital engagement, unit economics, and new restaurant growth.
The numbers suggest it's working. During Q4, the chain posted systemwide same-store sales growth of 2.1% and an 8% revenue increase to $123.5 million. Restaurant-level margins climbed to 17.5%, up from 16.7% a year earlier. Loyalty revenue and participation rate grew more than 20% year over year.
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"A more aggressive approach offering app-based promotions and targeted value through our Loco Rewards program (has driven) significant engagement and transaction growth," Williams said during the company's fourth-quarter earnings call.
Culinary innovation helped sustain those numbers. Queso Crunch Burrito Bowls and Double Chicken Street Corn Bowls earned permanent menu spots after strong Q4 performance. The chain introduced a Protein Packed Menu in late February, and it's testing chicken tenders with signature dipping sauces, loaded quesadillas, a crispy grilled chicken sandwich under $10, horchata iced coffee, and cold foam coolers.
El Pollo Loco also opened nine restaurants in 2025, including its 500th location in Colorado Springs, Colo. The company targets 18 to 20 new openings in 2026, most outside California. Locations opened since 2024 are averaging over $2 million in annual sales.
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For the full year, the company expects same-store sales growth of 2% to 3% and store-level margins between 18% and 18.5%.
"What began as a transformation effort has now evolved into sustained momentum that validates our long-term growth strategy," Williams said.