The LA Mex restaurant spotlights necessary Hispanic chefs to fan the flames of illustration for the neighborhood’s valuable contributions to the meals and restaurant exchange
Costa Mesa, CA (RestaurantNews.com) In honor of National Hispanic Heritage Month, El Pollo Loco, Inc. (“El Pollo Loco” or “Company) (Nasdaq: LOCO), the nation’s leading fireplace-grilled rooster restaurant chain, is asking attention to the disproportionate hole between the Hispanic neighborhood’s valuable contributions to the U.S. meals and restaurant exchange and national recognition of Hispanic culinary skill with the open of its contemporary For Your Consideration marketing campaign, which spotlights 11 distinctive Hispanic chefs as suggested nominees for the 2022 James Beard Awards.
The Hispanic neighborhood is an well-known phase of The US’s meals scene, maintaining shut to 30% of U.S. restaurant and foodservice occupations1 and accounting for shut to 23% of the nation’s govt chefs2 and 18% of its restaurant homeowners.3 Regardless of this, they were overwhelmingly excluded from culinary conversation and recognition. As of 2018, fully 2.4% of all nominees for the James Beard Basis’s Finest Chef and Excellent Chef award categories were Hispanic.4 And in California, where Mexican meals is ranked because the most well-liked ethnic cuisine,5 fully one Mexican restaurant used to be included in the Michelin Handbook’s 2019 list of most efficient drinking places in the converse.6
To serve flip the tide of underrepresentation of Hispanic skill and contributions, El Pollo Loco is taking a web articulate from the playbook of its Los Angeles fatherland, where For Your Consideration campaigns are regularly employed all thru awards season to generate buzz for necessary leisure exchange skill. The firm is leveraging hundreds of bodily and digital activations — including a tubby-web articulate print ad in The Contemporary York Times — to publicly piece and promote a immediate-list of 11 extra special Hispanic chefs who deserve to be eminent and merit consideration for the 2022 James Beard Awards. These identical chefs and their stories will also be profiled and promoted on El Pollo Loco’s social media channels.
“The Hispanic neighborhood is the backbone of the U.S. meals exchange, and yet, the nation’s ever-rising wealth of Hispanic culinary skill and contributions continue to be lost sight of and underappreciated,” El Pollo Loco President and Chief Govt Officer Bernard Acoca mentioned. “Eighty p.c of El Pollo Loco’s crew is Hispanic, and we safe gigantic pride in our Mexican roots, so it feels true to pay homage to Hispanic Heritage Month by highlighting this unacceptable disparity to elicit sure exchange.”
The carried out chefs highlighted in the promoting campaign are:
- Chef Manny Barella – Denver, CO
- Chef Michael Diaz de Leon – Denver, CO
- Chef Danielle Duran Zecca – Los Angeles, CA
- Chef Crystal Espinoza – Los Angeles, CA
- Chef Christina Galtman – Los Angeles, CA
- Chef Nelson German – Oakland, CA
- Chef Byron Gomez – Aspen, CO
- Chef Maria Mazon – Tucson, AZ
- Chef Eduardo Ruiz – Los Angeles, CA
- Chef Loreta Ruiz – Santa Ana, CA
- Chef Angelo Sosa – San Diego, CA
As properly as to the tubby-web articulate print ad in The Contemporary York Times, El Pollo Loco is deploying a digital billboard truck with a route in Contemporary York City’s Greenwich Village neighborhood, where the James Beard Dwelling is positioned. In July, the James Beard Basis introduced the resumption of its annual Awards program after a two-year hiatus spurred by the COVID-19 pandemic and the organization’s resolution to revamp its Awards assignment to bolster vary and inclusion. By highlighting noteworthy Hispanic culinary skill who deserve national acclaim and recognition, El Pollo Loco hopes to meaningfully attain the Basis’s commitment to serve manufacture the 2022 Awards a more equitable and exquisite illustration of The US’s restaurant exchange.
El Pollo Loco is also intelligent its proper possibilities and fans to safe phase in its birthday celebration of National Hispanic Heritage Month by tagging their favourite chefs, cooks and restaurant homeowners who discuss their heritage thru their love of cuisine in social media weep-outs. As properly as, the firm will doubtless be spotlighting and celebrating its non-public Hispanic skill true thru the month and plans to open a “More Chef Hats” grant program that will award one lucky crew member a $5,000 scholarship to serve them extra their culinary profession.
To learn more about the promoting campaign and be half of the conversation, visit @ElPolloLoco’s social channels.
About El Pollo Loco
El Pollo Loco (Nasdaq:LOCO) is the nation’s leading fireplace-grilled rooster restaurant with a mission to raise americans together around meals, family, and culture in the communities it serves. El Pollo Loco is renowned for its handcrafted L.A. Mex meals, an modern blend of mature Mexican cuisine and better-for-you drinking, that Los Angeles is identified for. Since 1980, El Pollo Loco has successfully opened and maintained higher than 480 firm-owned and franchised drinking places in Arizona, California, Nevada, Texas, Utah, and Louisiana whereas final fair true to its Mexican-American heritage. El Pollo Loco continues to develop and evolve, nourishing connections to custom, culture, and each other thru fireplace-grilled goodness that makes us feel cherish familia. For more information, visit us at ElPolloLoco.com.
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4 https://www.mic.com/articles/189205/the-james-beard-awards-would possibly perhaps-be-getting-more-diverse-nevertheless-these-graphs-describe-theres-a-long-manner-to-tear