When Bernard Acoca was named CEO of El Pollo Loco in 2018, the restaurant chain was still spending 98% of its media budget on TV and print media — years after digital media had disrupted the marketing landscape. With a strong marketing background, including years at Starbucks, Pizza Hut and a stint as CMO for the Americas at L’Oréal, Acoca knew that way of doing business had to change, as it was becoming a liability for a brand whose bread-and-butter remains customers over 40.
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