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About El Pollo Loco’s ‘Strong Like a Madre’ Campaign Behind Every El Pollo Loco, There’s One Mom
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new choices of salsa, their chicken remains as delicious and fresh as ever! Now, there are more than 487 El Pollo Loco restaurants across the country. The #StrongLikeAMadre Campaign
Imagine a dish you love.
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Now imagine it’s your mother’s recipe
you adore so much, and you decide to sell everything you own to create a restaurant for it — just for that single, main dish. That’s the story behind El Pollo Loco and likely why they recently launched a special campaign to celebrate hardworking mothers everywhere. A DreamWith Crazy Delicious Chicken In 1975, El Pollo Loco began when Juan Francisco Ochoa sold all his belongings so he could achieve his dream of selling flame-grilled, marinated chicken to his community, based on his mother’s signature herb and citrus marinade. His first restaurant opened in Sinaloa, Mexico, and his customers instantly fell in love with the recipe like the Ochoa family did. It was fast, affordable, and delicious — and his success led to the chain’s expansion throughout northern Mexico. Then, on Dec. 8, 1980, he opened his first U.S. restaurant in Los Angeles, at 503 Alvarado Street, near Sixth Street. The menu was incredibly simple: You had a choice of a half or whole chicken with a packet of warm tortillas and a cup of salsa. That was it — and Americans were enchanted by it. Built in a 1,500-square-foot space, the very first LA store grossed more than $125,000 per month in its first year of operation. Although the menu has expanded with bowls, burritos, and tacos with
The company has a strong respect for mothers, as Ochoa’s mother’s recipe is the reason for their success. After a long pandemic, many moms are out of work and out of luck, but El Pollo Loco tried to change that on Mother’s Day in 2021. “Women and moms have always been at the heart of our brand,” Bernard Acoca, El Pollo Loco’s president and CEO, told MediaPost. “We feed families better with food that is made from scratch. But this Mother’s Day, we wanted to do something more substantial and more meaningful.” Unfortunately, COVID-19 has been career-killing for many mothers. “The pandemic has sparked what many people are calling a she-cession,” he said. “Millions of jobs have been lost, and about a million moms have left the workforce altogether, erasing decades of progress that women and moms have made.” In response, the company launched the #StrongLikeAMadre Campaign, a three-week-long Instagram contest to award special grants to incredible mothers who are “Strong Like a Madre.” Each grant helps a mother in the greater Los Angeles area get back to pursuing her ambitions and dreams. Of course, dreams look different for every mom, which is why they had three grant categories: the Dream Gig (to help moms be their own boss), the Dream Relaunch (to help moms break back into their preferred industry), and the Dream Escape (to provide moms with a much-needed break). Over 12 Madreship grants were awarded to mothers who were struggling to pursue opportunities, needed resources like interview coaching or resume services, or simply couldn’t catch a break after a busy year in lockdown. Additionally, El Pollo Loco also commissioned urban art group Lapiztola to paint a unique “Strong Like a Madre” Mother’s Day mural at 5800 S. Vermont Ave. in Los Angeles as a tribute to the strength and resilience of mothers everywhere. The artists traveled from their home in Oaxaca, Mexico, to paint the beautiful piece. We loved learning about the amazing story behind this campaign. It’s not only heartwarming but also gave us a new appreciation for their dedication to their customers and heritage. We can’t wait to see and learn from more campaigns like it!
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