El Pollo Loco Wants to Give You Concert Tickets, Not Coupons

El Pollo Loco is betting that loyalty members want more than discounts. The fire-grilled chicken chain rolled out a refreshed Loco Rewards program earlier this year, pairing exclusive experiences with app-driven promotions as part of a broader turnaround that's already delivering results. The centerpiece of the relaunch: a partnership with Coca-Cola for a "soccer challenge" giving members a shot at a VIP trip to the 2026 Major League Soccer All-Star Game in Charlotte, N.C., on July 29. The grand prize includes two game tickets, hotel accommodations, flight vouchers, and a $300 Visa gift card. A hundred runner-up winners each receive a $25 El Pollo Loco gift card.