CHICAGO — If “Would you like fries with that?” has gone stale as an upsell line, how about, “Would you like a T-shirt with that?”
Costa Mesa, Calif.-based El Pollo Loco recently launched its first-ever merchandise store, selling shirts, totes and skateboards designed by Latino creators.
The online Loco Gifts and Gear shop is a branding opportunity for the fast-casual Mexican restaurant chain, said senior vice president of marketing Andy Rebhun.
El Pollo Loco, which joins a number of chains creating or expanding merchandise lines, contacted Latino artists such as skateboard designer and muralist David Flores, who designed branded skateboards, trucker hats, T-shirts, a pair of board shorts and a tote bag. Custom lowrider designer Manny Silva crafted an El Pollo Loco lowrider bike and more.
Members of the chain’s digital rewards program got early access to the online shop.
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