Costa Mesa-based El Pollo Loco Inc. (Nasdaq: LOCO) continues to bolster its digital initiatives with the company revealing it has hired Organic Inc. to be its strategic digital agency of record.

Organic is a digital marketing agency with offices in New York, San Francisco and Detroit.

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The move comes as El Pollo Loco, with more than 475 restaurants, continues to strengthen its digital efforts with Organic expected to help with social media and e-commerce among other things.

El Pollo Loco spends about 30% to 40% of its media on digital, up from less than 3% in 2019. Digital has been a key component to President and CEO Bernard Acoca’s transformation strategy since joining the company in 2018.

El Pollo Loco shares closed up 3.7% to $19.09 on Wednesday for a market cap of $696 million.