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El Pollo Loco, which has aggressively been defending its turf this year after KFC added grilled chicken to its menu, has started offering beef dishes and is promoting them in new ads.
The Costa Mesa, Calif.-based chain, known for its signature marinated grilled chicken items, is adding steak tacos, a sirloin steak bowl and a steak cheese quesadilla.
“We had introduced a steak taco earlier which was initially very successful. But it was at a time when we were known just for bone-in chicken, rice and beans,” said CMO Karen Eadon, a quick-serve restaurant veteran of chains like Applebee’s and Taco Bell.
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