El Pollo Loco Upgrades Loyalty Program with Coca-Cola Soccer Challenge

The fire-grilled chicken chain expands its Loco Rewards program with new experiential prizes.

Mar. 16, 2026 at 7:56pm

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El Pollo Loco, the nation's leading fire-grilled chicken restaurant chain, is upgrading its Loco Rewards loyalty program to offer members new high-value rewards and exclusive experiences. As part of this, the brand is launching the Coca-Cola x El Pollo Loco Soccer Challenge, giving Loco Rewards members the chance to win a VIP trip to the 2026 MLS All-Star Game in Charlotte.

Why it matters

The move to offer more experiential rewards beyond just discounts is an effort by El Pollo Loco to make its loyalty program more enticing and valuable for its most dedicated customers. This reflects a broader industry trend of restaurants using loyalty programs to drive deeper engagement and brand affinity.

The details

From March 13 to April 9, Loco Rewards members can enter the Coca-Cola x El Pollo Loco Soccer Challenge for a chance to win the grand prize of two MLS All-Star Game tickets with a VIP experience, hotel, flights, and a $300 Visa gift card. Additionally, 100 runners-up will each receive a $25 El Pollo Loco gift card. The brand has also introduced new Loco Rewards features like seasonal "Boosts," early access to new menu items, and personalized offers.

  • The Coca-Cola x El Pollo Loco Soccer Challenge sweepstakes runs from March 13 to April 9, 2026.
  • The 2026 MLS All-Star Game will take place on July 29, 2026 in Charlotte, North Carolina.

The players

El Pollo Loco

The nation's leading fire-grilled chicken restaurant chain, with over 500 company-owned and franchised locations across the U.S. and the Philippines.

Coca-Cola

An official partner of Major League Soccer and sponsor of the Coca-Cola x El Pollo Loco Soccer Challenge.

Major League Soccer (MLS)

The top professional men's soccer league in the United States and Canada.

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What they’re saying

“Loco Rewards has always been about more than acquiring points. It's about thanking and rewarding our most loyal guests.”

— Jill Adams, Chief Marketing Officer at El Pollo Loco (Globe Newswire)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

By offering unique experiences like the Coca-Cola x El Pollo Loco Soccer Challenge, the brand is elevating its loyalty program beyond just discounts to drive deeper engagement and brand affinity with its most dedicated customers.