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How El Pollo Loco tripled digital sales in 2020 by modernizing its marketing

When Bernard Acoca was named CEO of El Pollo Loco in 2018, the restaurant chain was still spending 98% of its media budget on TV and print media — years after digital media had disrupted the marketing landscape. With a strong marketing background, including years at Starbucks, Pizza Hut and a stint as CMO for the Americas at L’Oréal, Acoca knew that way of doing business had to change, as it was becoming a liability for a brand whose bread-and-butter remains customers over 40.

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