AN iconic fast food chicken chain that has given Popeyes and KFC a run for their money has major expansion plans underway.
El Pollo Loco is slated to open its 500th location this year as well as 10 or more new spots, bringing its beloved fire-grilled chicken to more fast foodies around the country.
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Founded in Sinaloa, Mexico, in 1975 and brought to Los Angeles in 1980, El Pollo Loco has become a staple in the quick service restaurant industry.
The chain is known for its Mexican-style grilled chicken dishes, including its signature fire-grilled chicken, tacos, bowls, and burritos.
El Pollo Loco has frequently been pitted against rivals in the chicken space, with fans sharing their praise online.
One foodie raved that the chicken joint was “better than Popeyes and KFC” as fellow diners agreed, commenting things like “Agreed. I love that crazy chicken,” and “Facts.”
El Pollo Loco’s popularity among customers has propelled its unit growth in the US, with the chain planning to open its 500th restaurant this year.
The landmark spot will either be located in either Colorado Springs, Colorado, or Arizona, El Pollo Loco CEO Liz Williams shared during an earnings call last Thursday.
The fast food chain also has plans to open at least 10 new locations in 2025, marking the most new restaurants El Pollo Loco has opened since 2022.
While the majority of El Pollo Loco locations are concentrated in California, at nearly 400, most of the new spots will be located outside of The Golden State.
The new openings will likely be in Arizona, Colorado, Idaho, New Mexico, Texas, and Washington, according to Williams.
The iconic chain is looking to accelerate its openings next year as well despite the current economic uncertainties brought about by the tariffs.
El Pollo Loco’s flexible format makes second-generation spaces more accessible, with closed restaurants easily being converted into an El Pollo Loco.
This prototype helps to reduce buildout costs and boost cash returns as the fast food chain expands across the US, Williams said.
“The pipeline is coming together really nicely for next year,” said the CEO. “Seeing those registrations and those LOIs and then leases being signed for projects for next year gives us even more confidence in being able to accelerate far beyond the 10 that we have this year.”
CHICKEN CHANGES
El Pollo Loco’s bold expansion plans come as the chain is building a prototype with a target cost under $2 million called Iconic.
The pipeline is coming together really nicely for next year. Seeing those registrations and those LOIs and then leases being signed for projects for next year gives us even more confidence in being able to accelerate far beyond the 10 that we have this year.”
Liz Williams
The ground-up prototype features an updated color palette and smaller size, measuring roughly 2,200 square feet.
There will be new kitchen equipment meant to reduce buildout costs, and diners will see furniture upgrades and LED lighting, per an October press release.
Additionally, El Pollo Loco is in the midst of a major remodel initiative, with plans to revamp 60 to 70 restaurants this year.
Bosses expect that around half of the chain’s roughly 500 locations will be remodeled over the next four years using a two-tiered approach.
The chain began remodeling locations last year and has completed eight redesigns thus far, already seeing “early sales and economic returns” on these restaurants, per the CEO.
The new prototype and remodeling plans are part of the company’s comprehensive brand refresh that will officially roll out on May 15.
As part of the refresh, customers will see upgraded digital and in-store experiences featuring new color schemes, fonts, and layouts, as well as ordering kiosks.
“The goal of this brand refresh is to ensure people know who we are, what we stand for and what they can expect from us before they even walk through the door of a restaurant,” said Jill Adams, El Pollo Loco CMO, in a press release.
“We’ve been grilling citrus marinated chicken in our restaurants for the last 50 years, and we’re excited to share our dedication, or should I say ‘loco’, with the world.”
As El Pollo Loco plots its US expansion plans, other popular restaurant chains have similar initiatives in the works.
For example, one fast casual chain has made its triumphant return after filing for bankruptcy over two decades ago.
Plus, a beloved fast food chain “way better than Chipotle” is set to open over 60 new restaurants in 2025.
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