Steve’s breakdown: This one sounds a bit fishy. Why bring in a new CMO right after a new agency? Select Resources International did the last agency search so I’d bet they won’t be handling it again if it does good into review. Here’s how we called the review back in November: El Pollo Loco Announces Advertising Agency Review

COSTA MESA: CA: El Pollo Loco Inc. has named restaurant and hotel industry veteran Ed Valle its new chief marketing officer.

The grilled chicken chain, which is owned by EPL Intermediate Inc., counts almost 400 restaurants, mostly in California and neighboring states such as Arizona and Nevada.

Valle officially joined the company Monday. He replaces former Chief Marketing Officer Karen Eadon, who left the company last October.

Valle joins El Pollo Loco from Silver Spring, Md.-based hotel franchisor Choice Hotels International Inc. where he was chief marketing strategist. He’s also worked for a number of restaurant companies, including a stint as vice president of marketing at the St. Louis, Mo.-based Panera Bread Co., where he was credited with producing the company’s first television campaign.

Valle has also held marketing positions at Canton, Mass.-based Dunkin’ Brands Inc., Subway Restaurants in Milford, Conn. and alcoholic beverage company Diageo PLC in London.

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