MRM Franchise Feed: El Pollo Loco’s ‘Road to Authenticity” and Bubbleology Drives Brand Growth in U.S.

Modern Restaurant Management magazine's Franchise Feed offers a glimpse at what's new in the restaurant franchise environment. Send items of interest to Executive Editor Barbara Castiglia at bcastiglia@modernrestaurantmanagement.com.

Keeping True to RootsEl Pollo Loco launched a “Road to Authenticity” creative campaign in partnership with new creative agency, Vitro. The campaign celebrates the company’s authentic Los Angeles roots.

“From the boulevards in the vibrant Latino heart of LA, where fire-grilled chicken is a culinary and cultural art form, El Pollo Loco is part of a proud and enduring heritage,” said Ed Valle, Chief Marketing Officer of El Pollo Loco. “Since first opening in LA in 1980, the people, places and practices of this city have inspired the heart and soul of our brand. With “Road to Authenticity,” Vitro helped create something truly special by capturing these inspirations in an authentic and heartfelt way and we’re thrilled for our fans and…