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.
Click here to read the story from marketingdive.com.
Questions for Classroom Discussion
- What are demographics?
- According to this news story, what age group represents El Pollo Loco’s core customer?
- What is a target market?
- What is the difference between El Pollo Loco’s core customer and its target market?
- According to this story, how did the company adjust its marketing strategy based on its target market? Were they successful in reaching the new demographic?