Restaurant chain El Pollo Loco is using video-sharing app TikTok to connect with the younger generation of Latino consumers in the US, according to Gabe Alonso, the brand’s VP of Digital Marketing.
In doing so, the brand has experienced considerable success, as shown by:
- a TikTok campaign that received over 21 million social media impressions;
- a branded hashtag being viewed by over 120 million users;
- a TikTok-only campaign with videos receiving between 300,000 and one million views.
“We, very consciously, have been trying to attract a younger consumer. So, we’re really starting to focus on Gen Z [and] young millennials,”...