El Pollo Loco elevates loyalty program

El Pollo Loco Inc. is leveling up its loyalty experience with an overhaul of its Loco Rewards program and the introduction of a streamlined app.

"Familia is at the center of everything we do at El Pollo Loco," VP of Digital Gabe Alonso said in a company press release. "A customer's choice to join our Familia as a loyalty member is one we don't take lightly, 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.

"The new app experience gives our new and existing members a better way to gain points and tier status, earn rewards, find out about deals and experience exclusive offers."

Changes to the Loco Rewards program include a tiered points status system, which unlocks exclusive benefits, content and promotions. Additionally, loyalty members may access 12 new rewards at four point thresholds that provide guests with free food, faster than ever before, and on their own terms with points having a 365-day lifetime before expiration, according to the release.

Los Angeles-based El Pollo Loco has nearly 500 locations.