El Pollo Loco Holdings Inc. (Nasdaq: LOCO) said Tuesday it’s now offering a curbside pick-up option through its app as the Costa Mesa company continues to ramp its digital efforts.
GPS technology will keep the restaurants updated on a customer’s arrival to ensure quick service times. Curbside pick-up parking spots will also be set aside for customers.
The new pick-up program launched nationally.
The announcement follows El Pollo Loco’s rollout earlier this month of its Loco Rewards program, allowing customers to rack up one point for ever $1 spent.
The restaurant chain tapped Initiative, part of Interpublic Group of Co.’s media division IPG Mediabrands, to handle its $30 million media planning and buying business. Digital media spend for El Pollo Loco surged from 5% to 30% of the overall budget in less than two years.
El Pollo Loco, which counts more than 475 locations, had a recent market cap of $581 million.