COSTA MESA Calif. El Pollo Loco said it would soon debut a Grilled Chicken Tortilla Roll for $1.99 at selected stores of its more than 400-unit chain.
Available beginning Saturday, the new item features the chain's signature citrus-marinated grilled chicken and jack and cheddar cheeses rolled in a large flour tortilla and then grilled. The roll is served with a choice of avocado salsa, creamy cilantro or queso dipping sauces.
While many quick-service chains have introduced value-priced, tortilla-based snacks, El Pollo Loco is describing its new item as an entree. The chain does tout the Chicken Tortilla Roll as a value item that's easy to eat on the go, two selling points competitors have used for their snacks.
El Pollo Loco, based here, said it would support the tortilla roll with TV spots in certain West Coast markets and point-of-purchase materials.