US: El Pollo Loco’s new AOR aims to attract younger diners – How old are its current ones?

Grilled chicken restaurant chain, El Pollo Loco, has named Omnicom’s Organic as its digital and brand agency of record. The agency replaces incumbent, Vitro, which won the account in October 2016. Organic will also partner with ad agency, Third Ear (another Omnicom agency), on the newly acquired account. As part of the overall mandate, Organic is expected to attract newer, younger customers to El Pollo Loco.

But how old are El Pollo Loco’s current customers?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - Americans aged 55 years and above make up for 26% of the restaurant’s current customers, and those between 35 and 44 years of age account for 23%.

While 18- to 24-year-olds make up just 9% of the restaurant’s consumers, 25- to 34-year-old customers account for 20% of El Pollo Loco’s current customer base.

When it comes to the frequency of visiting Mexican restaurants, Profiles data shows that 32% of El Pollo Loco’s current customers have dined at Mexican restaurants in the past month.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

Photo by Travis Yewell on Unsplash