El Pollo Loco is expanding the bonuses offered to consumers by its Loco Rewards program to include seasonal LTOs, early access to new menu items, special Friday bonus drops, personalized offers and greater access to curated events and experiences, according to a Monday press release.
The chicken chain and Coca-Cola have partnered to offer El Pollo Loco rewards members a trip to the 2026 Major League Soccer All Star Game in Charlotte, North Carolina, on June 29. Participating members who buy two qualifying combos until April 9, will be entered to win two tickets to the MLS All-Star Game with a VIP experience, hotel accommodations and flight vouchers, as well as a $300 Visa gift card.
One hundred other consumers will win a $25 El Pollo Loco gift card, the press release states.
The core of Loco Rewards is a point-based accumulation and redemption system, like many other restaurant programs. The company moved to a tiered program in 2023, and its new features could make its loyalty program more enticing and engaging.
Jill Adams, the chain’s chief marketing officer, said the Coca-Cola partnership was an example of that strategy and that it offers “exactly the kind of value we are looking to provide — giving our members access to experiences they genuinely love, not just a discount at checkout.”
Other brands have looked to bonus offers, greater personalization and tie-ins with non-restaurant loyalty systems to drive engagement with loyalty programs, which tends to increase consumer spend in the long run.
