Rebranding Is the Name of the Game: Pollo Tropical Delves into the Rebranding Trend to Attract Millennial Customers

In light of a 2.6% same-store sales decline at Pollo Tropical, the brand is looking into efforts to attract a new, modern clientele: millennials. According to a QSR article, Pollo Tropical’s parent company, Fiesta Restaurant Group, has implemented a “strategic renewal plan” to begin retargeting a new consumer market.

In December 2018, Pollo Tropical launched a rebranded catering initiative which has slowly begun to gain momentum. With the increasing success of its catering, the company has now turned its gaze to the successful digital and online ordering and third-party delivery options.

QSR said that, while the DoorDash delivery deal is still being ironed out, Pollo Tropical is elated to start introducing a refreshed branding through the ‘My Pollo’ loyalty program, a simplified menu and portable point-of-sale tablets which “improves speed of service and improves guest interaction in the drive thru.”

The renewed efforts to raise sales and attract new guests is not new. Several other brands such as Potbelly and Schlotzsky’s Deli have turned to rebranding as a means to stay current and compete with other food services.