El Pollo Loco Expands Its Popular Loco Dollar Menu

offers more great value with 25 cents Tacos al Carbon for a limited time with purchase of any family meal.

(Thursday, April 13, 2006) - Just one year ago, El Pollo Loco kicked off its 25th anniversary celebration with the company's first ever value menu-- a collection of six El Pollo Loco favorites available for just $1 each. And the response from consumers has been, well, a bit loco. Since last April's launch, El Pollo Loco has served over 36 million $1 menu items, exceeding the chain's expectations and contributing significantly to sales from its company restaurants.

The popularity of El Pollo Loco's value menu led the company to expand it even further. Beginning today, two new tastes join El Pollo Loco's Loco Dollar Menu-- the $1 Loco Salad and the $1 Chicken Taquito with Avocado Salsa.

El Pollo Loco's new $1 Loco Salad is far more than a traditional side salad. It's a generous combination of Iceberg lettuce, crunchy tortilla strips, chopped cilantro and Cotija cheese, topped with El Pollo Loco's signature Creamy Cilantro dressing. The $1 Chicken Taquito starts with a large flour tortilla stuffed with plenty of El Pollo Loco's famous citrus-marinated, flame-grilled chicken. It's then hand rolled, cooked to perfection, and served with the chain's fresh Avocado Salsa.

"The response from consumers to our Loco Dollar Menu has been incredible, far exceeding our expectations," said Karen Eadon, El Pollo Loco's Chief Marketing Officer.

"From tacos and quesadillas to Churros and more, guests appreciate the range of tastes on our Loco Dollar Menu and the opportunity to complement their meal with delicious add-ons that cost just $1 each. The expansion of our Loco Dollar Menu is part of our ongoing commitment to offer relevant value to our varied customer segments."

The new $1 Loco Salad and the $1 Chicken Taquito join current favorites on El Pollo Loco's Loco Dollar Menu, which include a Taco al Carbon, flame-grilled chicken leg or thigh, BRC (beans, rice, cheese) burrito, Cheese Quesadilla (spicy or regular), two Churros and a Foster's Freeze cone (in restaurants offering Foster's Freeze desserts).

In addition to expansion of the Loco Dollar Menu, beginning today and continuing through June 25, 2006, El Pollo Loco fans can enjoy delicious Tacos al Carbon for just 25 cents each (limit four) with the purchase of any size family chicken meal. Stuffed with El Pollo Loco's citrus-marinated, flame-grilled chicken topped with fresh onions and cilantro and wrapped in two warm corn tortillas, the Taco al Carbon is a perfect meal addition at a record low price.

El Pollo Loco will communicate its new value offers through a multi-media campaign. Television advertising in both English and Spanish begins April 17. Commercials will include :15 and :30 spots airing in select West coast markets. Additionally, a wide mix of interior and exterior point-of-purchase vehicles will communicate El Pollo Loco's value message, including banners, window clings, translites, and drive-thru communication.

El Pollo Loco, Inc., a privately held company headquartered in Irvine, California, offers a wide variety of fresh Mexican entrees (the original Pollo Bowl®, grilled burritos, Pollo Salads, tacos al carbon, quesadillas, Chicken Tortilla Soup, and more), in addition to individual and family meal quantities of its famous chicken. El Pollo Loco operates 340 restaurants in five states: California, Arizona, Nevada, Texas and Illinois. For more information about El Pollo Loco, visit the company's website at www.elpolloloco.com.

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