Apr 28, 2009 9:22 am US/Pacific
El Pollo Loco, KFC Give Away Free Chicken
LOS ANGELES (CBS) ―
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The Taste The Fire offer includes one leg and thigh, two tortillas and fresh salsa.
A day after Kentucky Fried Chicken gave away single pieces of its new grilled chicken, El Pollo Loco Tuesday was giving away two pieces of its grilled chicken.
On April 14, KFC began selling its new "Kentucky Grilled Chicken" or KGC. According to President, Roger Eaton, KGC represents "a defining moment in our brand's storied history."
"KGC is the latest menu innovation that showcases our commitment to meeting our customers' ever-changing needs while staying true to the standards of high quality and great taste pioneered by Colonel Sanders," Eaton said. "This product will transform the industry."
The chicken giveaway was part of a marketing campaigning designed to show that "KFC is not too chicken to think outside the bucket," according to a company executive.
The campaign began April 14 with the unveiling of the grilled chicken at New York City's famed Friars Club, which it dubbed as the "UNFriars Club" for the event. Television commercials featured endorsements from television chefs Sandra Lee and G. Garvin.
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Web site was established to introduce the new product line and in change the perception that KFC only offers fried chicken. To further bolster that message, the company declared Monday as "UNFry Day."
In a response, El Pollo Loco planned to give away an entire meal on April 28 at participating locations until 8 p.m. The Taste The Fire offer includes one leg and thigh, two tortillas and fresh salsa. The offer will only be available upon request. To view the information, visit
El Pollo Loco's Web Site.
Contact the location to make sure they are particpating in the free giveaway.
El Pollo Loco was set to begin a television advertising campaign Monday, with Chief Executive Officer Steve Carley challenging KFC to a public, side-by- side taste test. "Let's see if our opponent is too chicken to go at it toe- to-toe -- or rather leg-to-leg -- in a taste test," Carley said.
"The competitor's new cooked-in-an-oven chicken may boast grill-marks, but we believe consumers will agree that the flavor is only skin-deep compared to El Pollo Loco's fresh, natural, deeply marinated chicken cooked to juicy perfection over an open grill."
Both companies have established accounts on the microblogging Web site, Twitter.com, inviting customers to share their thoughts on the grilled chicken.
Kentucky Fried Chicken and El Pollo Loco were the latest restaurant chains to offer free food this year.
(© MMIX, CBS Broadcasting Inc. All Rights Reserved.)
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