El Pollo Loco will open its first restaurant in New York City next year as the California chain looks to become a national player. El Pollo Loco has closed three development deals for a total of 15 restaurants in the New York area over the next five years, the company announced Tuesday. The first location will open in Queens in mid-2027. Founded in Mexico in 1975, El Pollo Loco opened its first American restaurant in Los Angeles. Most of its locations are still concentrated in California, but its presence has grown to more than 500 restaurants in 10 states. It’s best known for its bone-in grilled chicken, although its menu has grown. CEO Liz Williams wants to turn El Pollo Loco into a national chain. To expand outside its southwest stronghold, El Pollo Loco will open restaurants on the East Coast and then return to the west, he said. To succeed in new markets, the chain will have to build brand awareness in a crowded space where consumers are watching their budgets. “Being a 50-year-old brand, people have seen it over the years and always had that curiosity, but we have a lot of work ahead of us,” Williams said. Under Williams’ leadership, El Pollo Loco has embarked on a shift focused on modernizing its restaurants and expanding its menu to more convenient options, such as wraps and chicken tenders. The efforts have begun to pay off for the chain, which has reported three consecutive quarters of same-store sales growth. “In the current quarter, we have expanded margins and the business model is healthy overall,” Williams said. “The brand has become even stronger and healthier.” El Pollo Loco has also expanded rapidly during his tenure. When it started in March 2024, the chain was in just six states. Now there are 10. And while it opened nine restaurants last year, El Pollo Loco projects between 18 and 20 new locations by the end of 2026. Investors like the company’s trajectory. El Pollo Loco shares are up 44% over the last year. The S&P 500 rose more than 15% during the same period. His return coincides with a difficult time for the restaurant industry. Burger and taco chains have faced rising costs for beef. Consumers have been dining out less frequently to save money, which has intensified competition among restaurants. El Pollo Loco has also faced increased competition as restaurants seek to capitalize on the growth of the chicken category. McDonald’s and Taco Bell, Williams’ former employer, have expanded their chicken options in recent years, driven by consumer market research. And chicken-centric chains have expanded rapidly, from newcomer Dave’s Hot Chicken to Southern names like Zaxby’s and Raising Cane’s. In 2024, El Pollo Loco was the eighth largest chicken chain by sales in the US, with a 2.1% market share, according to Barclays. But with its focus on grilled chicken and Mexican-inspired flavors, El Pollo Loco stands out from the crowd, Williams said. “Everyone talks about wanting to eat a little better and really think about their options,” Williams said. “Everyone loves fried chicken… However, in terms of what you can eat every day, grilled chicken is simply a better option.” News of the expansion comes as El Pollo Loco renews its leadership. The company said in a regulatory filing Friday that Damon Thomas will join the company as chief operating officer. He joins the company from Shake Shack. Tara Hinkle was also recently named the network’s new chief development officer. He previously held positions at The Coffee Bean & Tea Leaf, Taco Bell and Starbucks before joining the company in July. Correction: This story has been updated to reflect that Williams said the company’s brand has become stronger and healthier. An earlier version misquoted her.
