El Pollo Loco
El Pollo Loco is a regional QSR brand with 480+ company- and franchised-owned locations primarily in California, Texas and Nevada, with AUVs of $1.9M. Retained to improve their family meal menu and grow the catering business.
Working with the VP of food and beverage, I managed an outside food innovation group to refresh their family meals including upgrades to the packaging. Catering sales were low at <5% of the business. No formal catering structure existed. I drafted a marketing plan with a refined customer target, updated menu, added tools for store teams, and initiated launch of online ordering with expectations of moving catering to >10%. Projects expanded to include qualitative consumer research to assess perceptions of the brand, test a new menu and price strategy. Given my experience working in franchised-environments, I worked cross-functionally within the organization to bridge the relationship between the team and franchisee in Dallas to support their marketing and drive brand equity within the market.