El Pollo Loco Eyes New York for National Expansion
The California-based chicken chain plans its first New York City restaurant by mid-2027 and aims for 15 locations across the region in five years.
El Pollo Loco is embarking on a significant expansion into the New York market, aiming to establish its first restaurant in Queens by mid-2027 and open 15 additional locations across the greater New York area within the next five years. This strategic push marks the chain's most ambitious attempt to extend its reach beyond its traditional Southwestern base and transform into a national brand.
This initiative represents El Pollo Loco's second attempt to penetrate the New York market. A previous plan in 2014 to open 15 restaurants in the New York-Newark area did not result in any locations opening. Company leadership, however, believes the brand is now better positioned for success.
"New York represents an important milestone for El Pollo Loco and a clear proof point in our disciplined growth strategy," stated CEO Liz Williams, who took the helm in March 2024. Since her appointment, the chain has expanded its presence from six to 10 states. "With committed franchise partners and our first New York lease secured, we are excited to introduce the East Coast to the fire-grilled flavor and hospitality that have defined El Pollo Loco for five decades."
The company's renewed expansion efforts are supported by recent operational improvements, including three consecutive quarters of positive same-store sales growth and enhanced restaurant margins. El Pollo Loco is banking on consumer interest in protein-heavy meals, highlighting its signature citrus-marinated, open-flame grilled chicken. This cooking method is a visible element of the customer experience, with an open kitchen design allowing diners to see the chicken being prepared.
El Pollo Loco has bolstered its leadership team to facilitate this growth. Chief Operating Officer Damon Thomas previously held senior operations roles at Shake Shack and Raising Cane's. Tara Hinkle, appointed chief development officer in July, brings experience from The Coffee Bean & Tea Leaf and strategic franchise roles at Taco Bell and Starbucks.
This expansion occurs amidst intense competition within the chicken restaurant sector, with brands like Raising Cane's, Chick-fil-A, Dave's Hot Chicken, and Wingstop actively increasing their footprints. El Pollo Loco recently celebrated opening its 500th U.S. restaurant and entered its 10th state with a location in Idaho. The company views its New York venture as a critical step towards establishing a substantial national presence.