Pollo Tropical, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Pollo Tropical, Inc. is a fast food restaurant chain specializing in Caribbean food. The company has corporate operated chains throughout the state of Florida and the Northeastern U.S. as well as franchised locations in Latin America and the Caribbean. Pollo Tropical, Inc. is headquartered in Miami, Florida. ** NOTE: As a privately held subsidiary of a publicly traded parent company, annual revenue and employee count are not readily available. Therefore, the revenue and employee figures presented below are those of the parent company. **
|Main Telephone||(305) 670-7696|
|Main Fax||(305) 670-6403|
Pollo Tropical, Inc. ContactsContacts (3)
|Jeff W.||Vice President, Research Development & Purchasing||FL|
Sample of Associated Brands
|Sandra P.||Director, Marketing||FL|
|Aileen S.||Manager, Merchandising & Advertising||FL|
|Pollo Tropical, Inc.||****|
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Southeast Media Opps: Pollo Tropical to begin advertising in Nashville, larger outlays in emergin...
Subject: Outdoor, radio, TV, online, digital, sponsorship
Brand: Fiesta Restaurant Group (also has Taco Cabana), it ended 2014 with 124 restaurants, most of which are located in the Southeast
Opportunity: Soon two revamped “Big Blue Caribbean-style prototypes” restaurants will open in Nashville, Tenn., taking the city’s Pollo Tropical footprint to four units. This is enough scale to be media-efficient and begin advertising in the coming months, said Timothy Taft, president and CEO, during the Q2 earnings call. Therefore, sellers in the area should start pitching OOH and radio. Spot TV should still be a ways off but keep it on the backburner since Tennessee is one of Pollo Tropical’s target growth markets. The same goes for Atlanta, another core emerging market for Pollo Tropical.
Furthermore, Taft signaled that advertising expense as a percentage of sales may be going up next year (currently is at 2.5%), signaling an opportunity for sellers in Pollo Tropical’s emerging and more established Florida and Texas markets to secure larger spot TV, outdoor and radio buys. Fiesta plans to have 200 Pollo Tropical units open by 2019, so Southeast sellers should keep a close eye on the chain. Media planning and buying is at Southwest Media Group.
Advertising Spend: Last year, $7.7 million (2.5% of sales) was spent on advertising for Pollo Tropical, up from $5.7 million (2.2% of sales) in 2013. Meanwhile, Taco Cabana’s annual ad spend has been almost flat at $11.8 million (3.9% of sales). Advertising for both skews towards chain-wide promotions, direct mail, in-store promotions, local store marketing, social media and online advertising. Radio, TV and LTO promotions are part of the mix, as well.
7300 North Kendall Drive
Miami, FL 33156
Chief Executive Officer – Fiesta Restaurant Group
(972) 702-9300 ext 1000
Chief Operating Officer & Executive Vice President – Pollo Tropical
Director, Marketing – Pollo Tropical
Direct Dial: (305) 671-1225