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It's not incharective for even the most successfulRestaurant chains Having had to close some of his locations across the nation since March. However,El Pollo Loco Chances and posted strong sales growth. In reality,He has tripled his sales generated from digital channels.

Before 2018, the beloved chicken chain depended on 98% of its media budget on television and printed media, which means they forget to target two public public: Millennials and Gen Z.

"If we did not revisited and remember our approach to the way we were going to market, especially with the media, we may not bring new new and younger customers in the franchise," said CEO of El Pollo Loco Bernard Acoca in an interview withDiving restaurant.

However, since ACOCA has joined the team two years ago, it has prioritized investment in digital media by gradually increasing printing and television expenses. As of the most recent quarter, ACOCA spent 30% of the media budget on the company's digital platforms and the results were amazing.The chain has tripled its sales in this sphere.

When ACOCA has awakened the presence of El Pollo Loco's digital media, it restricts not only its website and mobile application to make them more convivial, but has also begun to invest in the chain loyalty program. (In touch:That's why you can not stop buying your favorite junky)

"The loyalty program is really the centerpiece of our digital steering wheel and where we expect more and more of our sales activities in the month and years to come [as we, siphon away from traditional media and invest in our loyalty program, "said Acoca toDiving restaurant.

The recasting of the digital platform of the channel was essential during a period when the dining rooms closed and the delivery orders were the only way for companies to continue to gain revenue. Just before the success of the pandemic, the digital expenditure of El Pollo Loco were closer to 20% but which increased by 10% as the chain took the wind behavior of consumers changing in real time.

"There is so much effective way to communicate to our clientele and demonstrate that we know them because we are able to undermine our database and segments that we have created in this database," said Acoca byDiving restaurant. "We have seen an increase in the frequency of visits and the increase in the expenses of the average members."

So who wants to learn about theseLOCO rewards? For more, discover16 quick loyalty programs that can save you money right now.