El Pollo Loco offers double orders for $5El Pollo Loco offers double orders for $5

Lisa Jennings

With value still top of mind for many consumers, the El Pollo Loco grilled chicken chain has launched a limited-time promotion that lets guests to double the amount of their order for $5.

Described by the chain as “more cluck for your buck,” the “Double Your Chicken for $5” promotion allows customers to order an eight-piece meal — typically $15.99 for legs and thighs and $17.99 for mixed pieces — and receive an additional eight pieces of chicken with tortillas for $5 more. Two large side dishes are included.

Those who order a 10-piece or 12-piece meal also can double their orders for $5 more, El Pollo Loco said. The 10-piece meals are typically $17.99 for legs and thighs or $19.99 for a mixed pieces, including three large sides, tortillas and salsa. Twelve-piece meals range between $21.99 and $23.99 and also include three large sides, tortillas and salsa.

El Pollo Loco’s promotion is available through Aug. 22, and no coupon is necessary.

For the most recent quarter ended in March, El Pollo Loco reported a net loss of $5.6 million, compared with a loss of $1.3 million for the same quarter a year ago. Revenues declined 3.7 percent to $68 million, reflecting a same-store sales decline of 6.7 percent.

Stephen Carley, president and chief executive of Costa Mesa, Calif.-based El Pollo Loco, blamed the disproportionately high unemployment in the chain’s core markets and “increased frugality among dine-out consumers” for the slow sales.

He also pledged to “maintain the delicate balance between providing value and protecting average check” with compelling family meal offers.

El Pollo Loco’s new promotion follows rival KFC’s launch in May of $5 value meals called the “Big Crunch Box,” which include three extra crispy chicken strips, potato wedges, a biscuit and medium drink.

For the quarter ended in March, El Pollo Loco operated or franchised 412 locations, including 171 corporate units.

Contact Lisa Jennings at [email protected].