El Pollo Loco is reshaping its Loco Rewards program, moving away from a purely discount-driven model toward a more experience-led approach aimed at strengthening customer engagement and long-term brand loyalty.
The refreshed program blends personalised offers, bonus rewards and early access to new menu innovations with a layer of curated experiences designed to give customers more reasons to stay connected with the brand beyond routine transactions. The shift reflects a broader rethink across the quick service restaurant sector, where loyalty is increasingly being positioned as a tool to drive frequency as well as emotional connection.
At the core of the revamp is a new collaboration with Coca-Cola, which introduces an experiential campaign built around the “Coca-Cola x El Pollo Loco Soccer Challenge.” Through this initiative, loyalty members can win a VIP trip to the Major League Soccer All-Star Game, including match tickets, travel and accommodation, along with exclusive event access. The campaign is scheduled to run from mid-March through early April 2026, with entries linked to qualifying purchases made via the brand’s app. Alongside the grand prize, additional rewards for runners-up are designed to widen participation and sustain engagement.
Beyond this campaign, the updated Loco Rewards ecosystem introduces ongoing engagement mechanisms such as seasonal bonus campaigns, weekly promotional drops and tailored offers driven by customer behaviour. Members also gain access to limited-time menu releases and a broader mix of brand-led experiences, including entertainment and sporting events, reinforcing the program’s shift toward an experience-first model.
For franchise operators, the move is expected to deliver tangible benefits at the unit level. A more dynamic loyalty platform can help increase digital adoption, encourage repeat visits and generate deeper customer insights, allowing for more targeted and effective local marketing. With a network of over 500 company-owned and franchised locations across the United States and international markets, El Pollo Loco is positioning its loyalty overhaul as a key driver of system-wide growth and customer retention.
The company’s focus on experience-led engagement also aligns with its broader expansion plans for 2026, where a stronger digital ecosystem is expected to support new market entries and enhance franchise performance.
