El Pollo Loco's Revival: Economics and Excitement Soar
Discover how El Pollo Loco revitalized its brand by enhancing unit economics and franchisee enthusiasm!
When Liz Williams took the reins as CEO of El Pollo Loco in 2024, she envisioned the chain not just as a regional entity but as a national contender. This ambitious goal required recalibrating unit-level economics, and the results are now categorized as significant growth.
From Challenges to Changes
Williams, leveraging her industry expertise, focused on bolstering restaurant margins through painstaking adjustments. In 2022, margins were a modest 13.2%, but surged to an impressive 18.3% by the third quarter of 2025—a testament to strategic refinement and operational efficiencies. According to Nation’s Restaurant News, understanding how to reduce costs while enhancing the product has been pivotal.
Streamlined Operations
The modernization of operational processes by simplifying the chicken marination and strengthening in-store procedures was essential. The introduction of a learning management system improved training, while real-time customer feedback guided adjustments that escalated customer satisfaction. This meticulous attention to the operational blueprint not only heightened efficiency but also uplifted employee morale.
Driving Innovation and Value
The focus on innovation has brought exciting menu additions like Double Chicken Street Corn and promises of tenders and a Fire-Fried Chicken Sandwich. New beverage offerings, seen as a fresh opportunity, will be personalized to align with El Pollo Loco’s unique identity.
Branding and Renewed Enthusiasm
The rekindled enthusiasm is mirrored in the brand’s revamped marketing campaign, “Let’s Get Loco.” With a catchy tagline and a spotlight on its quality offerings, the brand celebrates its culinary achievements with vibrant ad campaigns across multiple platforms.
Building a Brand Legacy
Williams’ vision embraces not only growth but building a legacy. The brand has already opened 10 new locations, with significant expansions beyond its California stronghold, and is poised to nearly double this pace in the coming year. “We’re on track to regain the vigor we once had,” Williams asserts, underlining a restored confidence among franchisees and staff alike.
El Pollo Loco’s revitalization story is about evolution, innovation, and staying true to its roots while ambitiously stepping onto the national stage.
This renaissance underscores the power of strategy-driven economic enhancements and a leadership eager to blend operational genius with heartfelt consumer connection.
