El Pollo Loco Inc., the fire-grilled chicken restaurant chain, has unveiled an overhaul of its smartphone app and Loco Rewards platforms, the company said Tuesday.
The Costa Mesa, Calif.-based brand said changes to the Loco Rewards program include a new tiered points status system, which unlocks benefits, content and promotions, and a streamlined redesign of the El Pollo Loco app, featuring ordering and the ability to save favorites.
To promote the changes, El Pollo Loco said it is offering one loyalty member one million reward points, or “Pollo Millionaires,” on each of 30 days, starting April 6 and continuing through Cinco de Mayo.
Consumers can sign up for Loco Rewards via the El Pollo Loco app or online at www.elpolloloco.com/rewards.
“A customer’s choice to join our ‘familia’ as a loyalty member is one we don’t take lightly,” said Gabe Alonso, El Pollo Loco’s vice president of digital, in a statement, “and we have redesigned our Loco Rewards offers to make sharing and dining together with friends and loved ones as seamless as possible. Paired with the ease of ordering on our app, we hope to inspire more loyal customers to explore our menu of new and classic El Pollo Loco foods together.”
Changes to the Loco Rewards program include a new tiered points status system: Pollito (0-9,999 points), Pollo (10,000 – 29,999 points) and Pollo Loco (30,000+ points). Each tier unlock benefits, content and promotions. Points have a 365-day lifetime before expiration.
Existing app users can expect the update changes to be implemented through an automatic update, the company said.
For the fourth quarter ended Dec. 28, El Pollo Loco’s net income was $6.5 million, or 18 cents a share, compared to $6.2 million, or 17 cents a share, in the same period last year. Revenue increased 6.4% to $115.9 million, up from $109 million in the prior-year quarter
Same-store sales increased 4.7% in the quarter.
El Pollo Loco, founded in 1980, has 490 company-owned and franchised restaurants in Arizona, California, Colorado, Louisiana, Nevada, Texas and Utah.
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