---
title: "Rebranding Is the Name of the Game: Pollo Tropical Delves into the Rebranding Trend to Attract Millennial Customers"
url: https://burnaze.com/article/29d3144f-3b91-4455-84a6-988371f02314
source: "1851 Franchise"
original_url: https://1851franchise.com/rebranding-is-the-name-of-the-game-pollo-tropical-delves-into-the-rebranding-trend-to-attract-millennial-customers-2709935
category: "Chicken"
industry: "Restaurants"
segment: "Chicken"
published: 2019-05-10T23:18:02.000Z
modified: 2026-11-01T02:32:08.901Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/4aca4b9fb3ed4715bf5cb027ff7df87b7645.jpg
---

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

**TL;DR:** Pollo Tropical is rebranding to attract millennial customers after a 2.6% same-store sales decline. The brand's parent company, Fiesta Restaurant Group, has implemented a strategic renewal plan, including a rebranded catering initiative and digital ordering options.

*originally published in 1851 Franchise on 2019-05-10. [Read the original](https://1851franchise.com/rebranding-is-the-name-of-the-game-pollo-tropical-delves-into-the-rebranding-trend-to-attract-millennial-customers-2709935).*

## Story

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.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- DoorDash (company)
- Potbelly (company)
- rebranding (topic)
- digital ordering (topic)
- Schlotzsky's (company)
- Pollo Tropical (company)
- Fiesta Restaurant Group (company)
- same-store sales decline (topic)
- millennial customers (topic)
- catering initiative (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/rebranding-is-the-name-of-the-game-pollo-tropical-delves-into-the-rebranding-trend-to-attract-millennial-customers-2709935). Summarized by Burnaze (https://burnaze.com/article/29d3144f-3b91-4455-84a6-988371f02314).