El Pollo Loco

OVERVIEW:

Appealing to multiple audiences and serving the needs of multiple franchisees can be a complex balancing act, but thanks to Comcast Spotlight, it was one El Pollo Loco was able to achieve quite successfully in the San Francisco region. The chain was looking to reach Hispanic customers, who tended to visit the restaurants in the evenings; blue-collar men who dominated the lunchtime crowd; and women with children, looking for healthier, quick meals at dinnertime.

STRATEGY:

Comcast Spotlight was able to deliver all three audiences, with television advertising on 19 networks, like Galavision, National Geographic, ABC Family, Spike, MTV and ESPN. Sports programming was a key component in the plan, including the NFL, NCAA, Premiere League Soccer, NASCAR, Winter Olympics and, of course, Giants baseball and Warriors basketball. Online advertising included pre-roll video and in-banner video advertising on Xfinity.com, extending the reach of their television commercials. Importantly, El Pollo Loco was able to geographically target advertising to a three-to-five-mile radius surrounding each of their 15 locations in the market through Comcast Spotlight's zoning capabilities.

SUCCESS:

Sales at El Pollo Loco’s locations in the San Francisco area are outpacing the chain’s corporate benchmark. The corporation is averaging single-digit growth, while the Bay Area locations are recording double-digit growth. Thanks to that success, advertising for an expansion elsewhere in the country will emulate the San Francisco approach.

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