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Costa Mesa-based El Pollo Loco Inc. has named a new chief operating officer.

Dennis Farrow will be responsible for overseeing the flame-grilled chicken chain's roster of about 400 restaurants.

Farrow most recently served as chief executive of retail and restaurant consultant Restaurant Peak Performance LLC.

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Before launching Restaurant Peak Performance in 2008, Farrow was chief operating officer at Glendale-based IHOP Corp.

He’s also worked at Dublin, Ohio-based burger chain Wendy's International Inc. and Irvine-based Mexican fast food company Taco Bell Corp.

Farrow’s appointment fills a position left open after Steve Sather was promoted from chief operating officer to chief executive in January.

The news comes on the heels of the recent launch of El Pollo Loco’s latest advertising campaign, dubbed "Feel the Mexcellence," which includes TV spots, social media marketing, in-store signage and promotions.

It's the first ad campaign created under new advertising agency of record goodness Mfg. in Hollywood.

El Pollo Loco is also undergoing restaurant redesigns as part of its new marketing effort.