Is KFC Too Chicken to Respond to El Pollo Loco's Taste the Fire(R) Challenge?

COSTA MESA, CA--(Marketwire - May 4, 2009) - El Pollo Loco threw down the "chicken war" gauntlet more than a week ago challenging KFC to the Taste the Fire® taste test. Having given the fried chicken chain ample time to fight back, El Pollo Loco is still waiting by the phone for the Taste the Fire® Challenge to officially take flight.

El Pollo Loco began airing a TV ad campaign last week featuring CEO Steve Carley challenging KFC to a taste test to prove once and for all that chicken cooked over an open flame is the only way to enjoy grilled chicken. Carley even created a designated toll-free hotline for the competitor to call to set up the showdown at 1-877-EPL-STEVE, but there hasn't been an official response from KFC headquarters.

"Our caller ID tracked a recent suspicious voicemail from an anonymous caller on 1-877-EPL-STEVE to the KFC headquarters. What's with the covert operation KFC?" said Steve Carley, chief executive officer of El Pollo Loco. "We have a bone to pick with KFC and they have yet to rise to the challenge. They've made the rounds saying how delicious their 'grilled' chicken is but have still not accepted our challenge. We're chomping at the bit to show them what true flame-grilled chicken tastes like and are willing to take them on anytime, anywhere. Their turf or our coop."

The lack of official contact from KFC's corporate headquarters has prompted El Pollo Loco to release another set of ads touting the fact that KFC has yet to respond to the challenge. Visit http://inr.mediaseed.tv/ElPolloLoco_36493 to learn more about El Pollo Loco's Taste the Fire® Challenge. Go to http://www.youtube.com/watch?v=Jyn7iDJQnyQ to hear the anonymous call referenced above.

El Pollo Loco also gives consumers a voice in the Taste the Fire® Challenge through www.twitter.com/elpollolocoinc and other social media. "The competitor's new cooked-in-an-oven chicken may boast grill-marks, but we believe consumers will agree that the flavor is only skin-deep compared to El Pollo Loco's fresh, natural, deeply marinated chicken cooked to juicy perfection over an open grill," added Carley.

About El Pollo Loco

El Pollo Loco is famous for the unique preparation of its award-winning "pollo" -- fresh, natural hormone-free and antibiotic-free chicken marinated in a special combination of herbs, spices and citrus juices, then flame-grilled, hand cut and served hot off the grill with warm tortillas, freshly prepared salsas and a wide assortment of side dishes. Rounding out the menu are fresh, flavorful entrees inspired by the kitchens of Mexico, including signature grilled burritos, Pollo Bowl® entrees, Pollo Salads, tacos, quesadillas, chicken tortilla soup and more. www.ElPolloLoco.com