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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
Primary Address
7255 Corporate Center Drive
Miami, FL 33126

Pollo Tropical, Inc. Contacts

Contacts (3)
Name Title State
Jeff W. Vice President, Research Development & Purchasing FL
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (305) 670-7696
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7255 Corporate Center Drive
Miami, FL

Sandra P. Director, Marketing FL
Aileen S. Manager, Merchandising & Advertising FL

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Pollo Tropical, Inc. ***

Agency Relationships

Brand Agency Service From To
***** ********, ***. *** ***** ******** media buying unknown present
***** ********, ***. ******** *********** print unknown present
***** ********, ***. ********* ***** ***** media planning 2014 present

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TV, OOH Opps: Pollo Tropical launching Atlanta-area media in Q3, increasing overall media support

Subject: Outdoor, radio, TV, online, digital, sponsorship

Brand: Fiesta Restaurant Group, Texas based parent company who also owns Taco Cabana. 

Update (5/10): In March, we told you that Pollo Tropical anticipated its media launch in Atlanta to occur in Q4 (more below). However, during the Q1 earnings call, parent company Fiesta Restaurant Group’s CEO Timothy Taft stated that the Atlanta market would benefit from media support starting in Q3 (July, specifically). Therefore, those of you going after this business should accelerate your outreach.  Taft mentioned that the company was “considering” TV for the Dallas/Fort Worth DMA in H2, so those in the market should also reach out for a piece of this.

In addition to the above markets, Taft stated that overall marketing expenditures would increase in PT’s three biggest markets: Dade, Palm Beach and Broward counties (Fla.). This increased support will include higher levels of broadcast, direct and OOH media.

Sellers, you know what to do here. Read more about PT’s marketing efforts below. 

Below was originally published 3/22:

Opportunity: Pollo Tropical will increase marketing budget this year to 3.4% of its sales, said Timothy Taft, president and CEO of parent Fiesta Restaurant Group, during the Q4 earnings call. Last year, Pollo began plans for emerging and advertising in core markets (more here). Now, as part of its continuing effort for these plans, CEO Timothy Taft stated in the earnings report that Pollo Tropical will give extra ad dollars to all of its Florida markets, making them all self-sufficient, as well as putting pressure on its the three biggest markets down in Dade, Palm Beach and Broward counties.

Additionally, he explained that Pollo is in its first stages of being on the air in San Antonio, and plans to add six more restaurants to that market by the end of the year. He also mentioned that Pollo will be on the low end of media efficiency in Atlanta, and by the end of Q4 plans to be on the air with a little bit of investment spending there as well. 

Pollo also just released its newest marketing campaign “Real People,” as a fresh approach to its narrative, focusing on what real customers have to say about the brand. The intention is to resonate with people in established markets like Miami or Orlando, and engage new customers in places like Atlanta and San Antonio. 

Therefore, sellers in established Florida and Texas markets should go after larger traditional buys, including spot TV, while those in newer markets should center their pitch more on out-of-home, radio and digital. Fiesta plans to open 36-40 new Pollo restaurants this year. Keep an eye on this growth, as the new restaurant openings will result in higher revenue opportunities as target markets become saturated.

Additional Insight

Rising Ad Spend: Over the last three years, Fiesta has continued to increase advertising spend.  $19 million went to advertising in 2014 and $21 million was spent in 2015. Advertising for the franchise focuses on chain-wide promotions, direct mail, in-store promotions, local store marketing, social media and online advertising. Radio, TV, and outdoor are used as well, but usually in more established markets. 

7300 North Kendall Drive
Eighth Floor
Miami, FL 33156 
(305) 670-7696

Tim Taft
Chief Executive Officer – Fiesta Restaurant Group
(972) 702-9300 ext 1000

Sandra Pascual-Molina
Director, Marketing – Pollo Tropical
Direct Dial:  (305) 671-1225