September is already packed with seasonal deals and food promotions, but El Pollo Loco is setting itself apart with an ambitious plan to celebrate National Chicken Month.

The brand is offering not only buy-one-get-one deals for its loyalty members but also launching a unique AI-driven contest tied to its fire-grilled chicken.

With a chance to win free meals for life, the promotion signals how far brands are willing to go to capture customer loyalty. As El Pollo Loco marks its 50th anniversary, the company is clearly aiming to make this month truly “Loco.”


On Tuesday, September 9, Loco Rewards Members will be able to claim a special BOGO deal on one of the chain’s signature meals.

Anyone who orders a 2-Piece Leg & Thigh Meal with Rice and Beans will receive a second meal free, creating a feast that includes citrus-marinated fire-grilled chicken, seasoned rice, pinto beans, salsa, and warm tortillas.

The deal is available all day while supplies last, capped at $1 million worth of redemptions. El Pollo Loco says the offer is designed to reward loyalty while elevating the celebration of National Chicken Month.

But the promotions do not stop with the giveaway meals. El Pollo Loco is introducing the first-ever “LocoAI Challenge,” which calls on customers to use AI tools to design fire-grilled chicken-inspired content.


Participants must share their creations publicly on Instagram or TikTok with the hashtag #LocoAI, follow and tag @elpolloloco, and each valid entry counts toward a chance to win chicken for life.

“This is more than a promotion; it’s a moment to reward our fans with free chicken in a fun and playful way through creative expression with the first ever LocoAI Challenge,” said Jill Adams, the company’s Chief Marketing Officer.

The contest comes alongside the chain’s larger marketing push to showcase its brand identity during its anniversary year.

“Chicken is in our name—it’s who we are and what we do,” Adams added, underscoring the company’s focus on its core product.


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With over 495 restaurants across the United States and an expanding international presence, El Pollo Loco has leaned on its reputation for fire-grilled chicken and Mexican-inspired dishes to build customer loyalty.

This September campaign builds on that foundation while testing how consumers engage with both traditional rewards and new digital creativity challenges.

Later in the month, El Pollo Loco will roll out additional deals, including a special offer for National Quesadilla Day and a limited-time menu launch.

These promotions are designed to keep customer engagement high throughout September, ensuring that National Chicken Month remains tied closely to the brand.


Also read: Fast food giant rolls out unexpected deal to mark big anniversary

As part of its 50th anniversary year, the company is blending nostalgia with innovation to strengthen its connection to longtime fans and new diners alike.

The company says all updates and promotions can be followed through its official website or the Loco Rewards app.

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The idea of giving away $1 million in meals and offering chicken for life raises questions about how far fast-food chains can go in their pursuit of customer engagement. Would you enter an AI contest for the chance to win free meals forever, or do the BOGO deals already feel like a big win? Share your thoughts in the comments and join the conversation about how El Pollo Loco is reshaping fast-food promotions.