National Recognition After Year-Long Campaign El Pollo Loco has officially secured September 9 as National Grilled Chicken Day, according to National Day Calendar. The designation caps a year-long campaign that included a Times Square billboard, petitions to holiday naming organizations, and an AI-fueled social media contest. "We couldn't believe that this delicious way to cook and enjoy chicken was being left off the long list of food holidays," said Liz Williams, CEO of El Pollo Loco. "El Pollo Loco has been celebrating fire-grilled chicken daily for the last 50-plus years, now everyone can get Loco and enjoy grilled chicken on September 9."

September 9 Promotion On the inaugural National Grilled Chicken Day, Loco Rewards members can receive a free 2-piece leg and thigh meal with the purchase of any a la carte drink at participating locations. The offer is valid only on September 9, with one offer per person, per day. Customers can sign up for Loco Rewards through the El Pollo Loco app ahead of the date.

Hall of Flame Music Challenge Starting September 10, El Pollo Loco is launching the Loco Hall of Flame Music Challenge, inviting fans to create content on TikTok and Instagram using an original eight-bar track produced by multi-instrumentalist Kaelin Ellis. The track is inspired by the sounds of El Pollo Loco's famous grills. Fans can write hooks, spit verses, duet, remix, dance, animate music videos, or create original content. The most creative submission wins the grand prize: free chicken for life, defined as one 2-piece leg and thigh meal per week for 50 years. The challenge runs through September 23.

September Promotions and Rewards Throughout September, El Pollo Loco's Loco Friday Drops will feature signature menu items and deals including tostadas, pollo bowls, BOGOs, and $1 deals available to Rewards members through the app each Friday. El Pollo Loco operates more than 500 company-owned and franchise-operated restaurants across 10 U.S. states and holds eight licensed locations in the Philippines.

Why It Matters

For QSR operators, national food holidays have become a marketing staple—a vehicle for member engagement, app downloads, and incremental traffic. El Pollo Loco's success in securing official recognition demonstrates the promotional value of category-specific celebrations, while the layered approach (one-day offer, month-long deals, social contest) shows how to extract multiple traffic drivers from a single campaign.

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Written by FBM Publications Editors