Sperling added that while Innocean was a late addition to the pitch process, the agency made the most of its window to impress. “We dove in, took full advantage of our check-ins with clients, really listened to the feedback, and ultimately brought forward a mix of breakthrough work and strategic thinking that we felt would help them reach the next level and broaden their customer base,” he said. “This brand deserves to be iconic and have a huge fan base like some competitors, and I think this work will deliver it.”

Organic served first as El Pollo Loco’s social and digital AOR before expanding into creative in 2023. Adams praised the incumbent, saying, “They were a wonderful partner, and we did a lot of incredible work together. Ultimately, we just felt it was the time to move on to a different agency as we go into our next 50 years.”

Part of that next chapter includes reconnecting with the brand’s origin story—a tale that begins not in a kitchen, but a shoe store. The founder, frustrated by a local chicken restaurant’s inconsistent hours, closed his shoe business and opened a restaurant using his mother’s marinade in Guasave, Sinaloa, Mexico in 1975.

“When you think about that, it shouldn’t have worked,” said Adams. “But he had this unwavering passion—‘I’m going to bring this chicken to the world.’ That’s the passion we’re returning to.”

Today, El Pollo Loco has more than 500 locations across California, Nevada, Texas, Arizona, Utah, Louisiana, and Colorado. Nearly 80% are based in California.

El Pollo Loco declined to disclose how much it is investing in the rebrand or its current media spend. The company reported $473 million in revenue for fiscal year 2024, a slight increase over the previous year, according to its most recent earnings report.