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El Pollo Loco

El Pollo Loco ( for "The Crazy Chicken") is an fast-casual restaurant chain specializing in Mexican-style fire-grilled marinated in juices and spices, alongside complementary items such as burritos, tacos, , salads, and fresh salsas. Founded in 1975 by Juan Francisco "Pancho" Ochoa in , , , as a roadside stand using a family recipe, the brand expanded rapidly to 85 locations across within five years before entering the U.S. market. The first outlet opened on December 8, 1980, at 503 S. Alvarado Street in , , where it remains operational today as a testament to the chain's enduring roots in cuisine. The chain's growth in the United States was accelerated by its acquisition of U.S. operations by Inc. in 1983 for $11.3 million, which facilitated nationwide expansion while Ochoa retained control of the Mexican locations. Subsequent ownership changes included a transfer to TW Services Inc. ( parent company) in 1987, a under Advantica Restaurant Group in 1999 following proceedings, and acquisition by Capital Partners for $128 million that same year. In 2005, and Freeman Spogli & Co. purchased the company, leading to its on the under the ticker LOCO in July 2014, which raised funds for further and . Today, El Pollo Loco Holdings, Inc. operates as a publicly traded entity, with a mix of company-owned and franchised outlets emphasizing fresh, authentic flavors inspired by Mexican heritage. As of November 2025, El Pollo Loco operates over 500 locations across nine states, predominantly in (over 70% of units), with significant presence in , , , , , , , and . The chain reported global systemwide sales of approximately $1.1 billion in 2024, reflecting its focus on value-driven meals, drive-thru efficiency, and ordering innovations amid competitive fast-casual dining trends. Known for its commitment to fire-grilling over open flames without freezers or microwaves, El Pollo Loco continues to innovate with limited-time offerings like avocado margaritas and plant-based options while maintaining core menu staples that have defined its brand for five decades.

History

Founding and early years

El Pollo Loco was founded in 1975 by Juan Francisco "Pancho" Ochoa in , , , beginning as a single roadside stand. , who previously operated a shoe store, drew inspiration from an unreliable local restaurant and adapted a family recipe for marinated in juices, herbs, and spices, then flame-grilled over an open fire. This preparation method emphasized fresh ingredients and authentic flavors, setting the foundation for the brand's distinctive approach to quick-service dining. The business quickly gained popularity in , expanding from its humble origins to over 85 locations across 20 cities by the end of the decade. Ochoa's model prioritized on-site, flame-grilled cooking to ensure freshness, avoiding reliance on freezers or microwaves in the early operations. This rapid growth reflected the appeal of the simple, high-quality product among local customers seeking convenient meals. At its core, the menu centered on the signature citrus-marinated, fire-grilled , served with foundational sides such as beans, , and tortillas to complement the main dish. Ochoa's vision was to provide affordable, flavorful that catered to everyday diners, particularly working-class families in , by focusing on quality preparation over mass-produced assembly. This Mexican success laid the groundwork for later international opportunities.

Expansion to the United States

El Pollo Loco's entry into the began on December 8, 1980, when founder Juan Francisco Ochoa opened the chain's first American restaurant at 503 South Alvarado Street in , . Located in a neighborhood with a high concentration of Mexican immigrants, particularly from , the location was strategically chosen to appeal to Mexican-American communities seeking familiar flavors. The menu centered on the authentic flame-grilled chicken recipe developed in , marinated in juices and grilled over open flames, which quickly gained popularity among local customers. The brand experienced rapid growth in its initial years, expanding to 19 locations across by 1983. This swift proliferation was supported by adaptations to fast-food norms, including the introduction of drive-thru service in early prototypes to accommodate on-the-go diners. Operations also incorporated bilingual elements, such as Spanish-language ordering, to better serve the diverse, predominantly Spanish-speaking customer base in the region. These changes helped the chain resonate with both immigrant communities and broader residents. In September 1983, sold the U.S. operations to Corporation for $11.3 million, separating the branch from its origins while preserving the core flame-grilling recipe and brand identity. This transaction marked a pivotal shift, allowing for further professionalization under corporate ownership. To align with U.S. preferences, the early incorporated tortillas alongside traditional corn ones, broadening appeal in a market accustomed to varied options for items like tacos and burritos.

Ownership transitions

In 1987, TW Services, Inc., the parent company of , acquired El Pollo Loco as part of its $218 million purchase of Denny's Inc., integrating the 70-unit chain into its portfolio of restaurant brands. This ownership shift, which occurred after El Pollo Loco's initial U.S. expansion under , enabled aggressive franchising strategies that accelerated growth, expanding the chain to over 200 locations across the by 1990. By 1999, following TW Services' to Advantica Restaurant Group and amid financial challenges including , El Pollo Loco was sold to Capital Partners, L.P., for $114 million, at a time when the chain operated 274 restaurants. Under ' stewardship, the company pursued revitalization efforts, including further domestic expansion to 328 locations by and menu diversification beyond its core fire-grilled to incorporate items such as salads, burritos, and other Mexican-inspired offerings to appeal to broader consumer preferences. In 2005, sold El Pollo Loco to for $400 million, marking another transition aimed at enhancing the chain's performance. emphasized operational efficiencies, such as streamlined and restaurant-level cost controls, while exploring international opportunities to extend the brand beyond , though these efforts faced challenges in execution. The period culminated in July 2014 with El Pollo Loco Holdings, Inc.'s on the stock exchange under the LOCO, where it sold 8,214,286 shares at $15 each, raising approximately $123 million in gross proceeds and transitioning to governance with increased and oversight.

Recent milestones

In November 2022, El Pollo Loco expanded beyond its traditional Southwest markets by opening its first restaurant in , located at 4698 Peoria Street in , marking a strategic test of demand in a new state and part of plans for up to eight locations in the region. This entry represented the chain's first significant push into the Rocky Mountain area since a brief presence in the , driven by franchise partnerships to accelerate growth outside . Leadership transitioned in March 2024 with the appointment of Liz Williams as , effective March 11, succeeding interim CEO Maria Hollandsworth, amid efforts to address declining customer transactions and revitalize operations. Williams, a veteran of with prior roles at International, prioritized turnaround strategies focused on menu innovation, digital enhancements, and traffic recovery to counter a 6.8% drop in transactions reported in late 2024. In October 2024, the company unveiled its "Iconic" restaurant prototype, a refreshed design incorporating modern aesthetics such as updated color palettes, brighter interiors, energy-efficient lighting, and integrated digital ordering kiosks to enhance and ahead of its 50th anniversary in 2025. This prototype, first implemented in select remodels, aimed to blend enduring brand elements with contemporary functionality, supporting broader expansion goals while maintaining low-cost upgrades for existing locations. Activist investor , through Biglari Capital, escalated involvement in April 2025 by submitting an unsolicited bid to acquire all outstanding shares of El Pollo Loco not already owned by his firm, following the accumulation of nearly a 15% stake in the publicly traded company. The proposal, valued at an undisclosed premium, sparked discussions on potential initiatives to boost visibility without altering the chain's core fire-grilled offerings, though the board entered a confidentiality agreement to evaluate the offer amid ongoing strategic reviews. As of November 2025, no final decision on the bid has been announced, leaving its impact on the company's direction uncertain.

Menu and products

Signature fire-grilled chicken

El Pollo Loco's signature fire-grilled is prepared using fresh, never frozen sourced from U.S. farms, ensuring quality and consistency in every piece. The company uses antibiotic-free , aligning with consumer demands for more responsible sourcing practices. Available in options such as whole chickens, individual legs, breasts, thighs, or wings, the chicken is cut to order and grilled without oils or fryers to preserve its natural juices and flavor. The core of the preparation involves marinating the daily in a family recipe featuring , , and spices, which infuses the meat with bright, savory notes before . This marinade, rooted in the chain's origins from founder Juan Francisco Ochoa in 1975, is applied to allow deep flavor penetration. The marinated chicken is then flame-grilled low and slow over open flames, creating a distinctive char on the exterior while keeping the interior tender and moist. Nutritionally, the fire-grilled emphasizes high protein and lower content compared to fried alternatives, positioning it as a lean protein source in . A typical 4-piece serving of mixed pieces (such as two legs and two thighs) provides approximately 620 calories, 64 grams of protein, and zero trans fats, with sodium levels varying by piece but generally moderate due to the marinade. For instance, a single fire-grilled offers 200 calories, 34 grams of protein, and 8 grams of total . Recent menu variations highlight the versatility of this core product, including double portions in promotions like the Double Chicken Burrito Bowl launched in September 2025, which doubles the fire-grilled chicken for added satisfaction while upholding the no-freezer, fresh-grill standard established at the chain's founding. This approach maintains the product's integrity across servings, from individual pieces to family-sized meals.

Complementary items and innovations

El Pollo Loco offers a variety of sides to accompany its fire-grilled chicken, including Spanish rice, pinto beans, coleslaw, macaroni salad, and corn tortillas. Additional options such as corn on the cob and a loco side salad provide further variety for customers seeking balanced meals. The chain also provides fresh salsas in mild, medium, and hot varieties, served with chips to enhance flavor profiles. Beyond sides, the menu features entrees that incorporate fire-grilled with complementary elements, such as , , tostada salads, and . like the Classic Chicken Burrito and Ranchero Burrito combine grilled with , beans, cheese, and sauces for portable options. , including the Taco al Carbon, offer wrapped in warm corn or flour tortillas with fresh toppings. Tostada salads layer over lettuce, beans, , and in a crispy shell, while —such as the Original Pollo Bowl—mix grilled with , beans, and for customizable, hearty dishes. In terms of innovations, El Pollo Loco tested fried chicken tenders in fall 2016, featuring lightly breaded, all-white meat chicken served in combos with sides like coleslaw and fries; the item was later discontinued. In 2020, the chain introduced Chickenless Pollo, a plant-based chicken alternative made from non-GMO soy protein, available in items such as burritos and tacos, and reformulated to be fully vegan. In 2025, the chain launched new burrito options, including the Queso Crunch Burrito Bowl and Street Corn Burrito Bowl, both featuring double portions of chicken with cheese, corn, and rice for enhanced value. Looking ahead, El Pollo Loco plans to introduce Double Pollo Salads in 2026, doubling the chicken portion in salads with ingredients like avocado and cilantro dressing to appeal to health-conscious diners. Limited-time offerings further complement the menu, such as quesadillas introduced in summer 2025, filled with grilled , cheese, and salsas like for seasonal variety. Family meals, available in sizes from 8 to 16 pieces of with large sides, tortillas, and , emphasize value for group dining. Customers can customize these items through the Loco Rewards app, enabling personalized orders and exclusive deals like bundled burritos and tacos.

Business operations

Locations and franchising model

El Pollo Loco operates more than 500 restaurants across seven U.S. states as of late 2025, with the vast majority located in and smaller footprints in , , , , , and . The chain's expansion into began in 2022 with initial openings in the area. The company's locations consist of approximately 174 company-owned units and 326 franchised units, with comprising about 65% of the total portfolio. This hybrid model supports steady growth, with plans for at least 10 new openings in 2025, primarily franchised and focused outside . El Pollo Loco employs a variety of store formats to suit different markets, including traditional drive-thru restaurants that dominate its suburban and highway locations, non-drive-thru urban sites tailored for high-density areas, and an updated prototype introduced in 2024. The new design emphasizes efficiency through modern interiors with warm textures and LED lighting, open kitchens that showcase the fire-grilling process, digital ordering kiosks to streamline service, and energy-efficient HVAC systems. Outside the , El Pollo Loco maintains a limited international presence through a agreement with The Bistro Group in the , operating approximately eight locations as of mid-2025 following a 2017 transition that resolved prior operational disputes; the brand has no active restaurants elsewhere globally.

Corporate structure and financial overview

El Pollo Loco Holdings, Inc. is headquartered in , where it maintains its corporate offices at 3535 Harbor Boulevard, with a planned relocation within the city to 575 Anton Blvd. in November 2025. The company has been publicly traded on the under the ticker symbol LOCO since its in 2014. As of October 2025, El Pollo Loco employs over 4,000 individuals across its operations. Leadership is headed by Liz Williams, who assumed the role in March 2024 after serving as president of . The oversees governance, with major shareholders including institutional investors such as and ; activist investor holds a significant 15% stake as of April 2025 through Biglari Capital. Financially, El Pollo Loco reported fiscal year 2024 revenue of $473 million. In the third quarter of 2025, total revenue reached $121.5 million, a 0.9% increase from the prior year, driven by contributions despite a 1.1% decline in company-operated comparable . Earlier in 2025, system-wide same-store declined by 0.6%, prompting strategic emphasis on and digital to support recovery. Operationally, the company focuses on cost controls, with average unit volume per location at approximately $2.2 million as of mid-2025, underscoring efficient performance amid efforts to enhance profitability through and labor efficiencies.

Marketing and public image

Advertising and branding efforts

El Pollo Loco's early advertising in the United States emphasized its unique flame-grilling process to differentiate the brand from competitors, with the "Taste the " featuring visuals of the open-flame cooking method to highlight the citrus-marinated chicken's flavor. This effort, handled by agency Krueger, included TV spots that showcased the grilling technique as central to the "crazy" appeal of the name, which translates to "The " in , positioning the chain as an authentic -inspired fast-food option. By 2006, the company expanded into Spanish-language commercials reinforcing the flame-grilled chicken's "fresh Mexican sabor," further building awareness among multicultural audiences. A significant boost to visibility came in 2007 when El Pollo Loco was featured on the reality TV show The Apprentice: Los Angeles, where contestants developed and marketed new chicken bowl products for the chain, leading to increased national exposure and brand recognition. In the digital era, the company shifted toward app-based engagement with the launch of the Loco Rewards loyalty program in 2017, allowing customers to earn points on purchases redeemable for free items like entrees or sides, which streamlined ordering and boosted repeat visits. Social media campaigns during the 2010s and beyond highlighted fresh ingredients, such as citrus-marinated chicken and handcrafted sides, through user-generated content and branded hashtags to emphasize authenticity and quality. In 2025, under CEO Liz Williams, who assumed the role in March 2024, El Pollo Loco initiated a comprehensive brand refresh launching on May 15, aimed at modernizing the visual identity—including updated colors, fonts, and a new logo—while preserving the core fire-grilled menu to recover from a 6.8% decline in transactions during Q4 2024. The refresh introduced the tagline "Let's Get Loco" to invigorate consumer engagement without altering food offerings, focusing on cultural relevance and digital touchpoints. As part of the 50th anniversary celebrations in January 2025, the chain promoted limited-time innovations including the Mango Habanero Chicken—the first new chicken flavor in nearly a decade—and Double Chicken Burrito Bowls, alongside special deals to highlight five decades of fire-grilled tradition. In September 2025, for National Chicken Month, El Pollo Loco launched a promotion offering up to $1 million in free chicken, featuring a BOGO deal on September 9 for Loco Rewards members and an AI-powered content challenge to engage customers digitally. The brand's multicultural appeal was recognized in 2010 when it was named a Top Franchise for Hispanics by the World Franchising Network, and recent efforts have included partnerships with diverse TikTok influencers to promote items like salads and birria, targeting younger, Hispanic demographics.

Philanthropy and community involvement

El Pollo Loco established its nonprofit arm, El Pollo Loco Charities, in 2004 to focus on supporting education and combating hunger through monetary and food donations to various charitable organizations. The charity has partnered with organizations like No Kid Hungry since 2017, raising over $177,000 to fund more than 1.7 million meals for children in need. Additionally, collaborations with have enabled donations equivalent to millions of meals, with 90% of funds directed to local food banks. The facilitates annual fundraisers through its Fire-Grilled Fundraisers , where participating nonprofits receive 20% of pre-tax purchases during designated at locations in , , , , and . This initiative supports local causes, including schools and religious organizations, and has generated over $100,000 in contributions through select franchise efforts. Requests for these are reviewed at the company's Mesa headquarters, emphasizing nonprofit eligibility and advance planning to maximize impact. In 2019, El Pollo Loco launched the Pollo with Purpose initiative, a company-wide program partnering with Food Donation Connection to donate 500,000 pounds of surplus food annually to over 200 local charities and food banks. This effort addresses food insecurity by redistributing unsold items, aligning with broader commitments to hunger relief seen in programs like the 2019 National Taco Day donation of at least 59,000 tacos to homeless populations. El Pollo Loco has demonstrated support for communities through targeted initiatives, such as the 2020 El Pollo Local Grants program during Heritage Month, which distributed $100,000 to Latina-owned small businesses in . The company has also recognized culinary contributions, including campaigns in 2021 and 2022 highlighting underrepresented chefs and diversifying perceptions of cuisine via partnerships and activations. In 2021, grants extended to , , and single mothers affected by economic hardships, amplifying aid to disproportionately impacted groups. Disaster relief efforts include donations from El Pollo Loco Charities for and recovery in 2017, providing essential support to affected areas. As of 2025, the company maintains a purpose-driven approach to , integrating community impact into sales promotions like ongoing Fire-Grilled Fundraisers, which continue to tie revenue shares to local causes. Recent examples include a commitment to donate 5,000 meals to and wildfire-affected communities in the area, measuring outcomes through direct aid and volunteer involvement.

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