The East Coast expansion
El Pollo Loco is officially taking its talents to New York City. The California-based chain, which has spent decades dominating the Southwest, announced Tuesday that it has inked three development deals to open 15 restaurants in the NYC area over the next five years. You can expect the first location to drop in Queens by mid-2027.
CEO Liz Williams is on a mission to turn this brand into a true national player. Since she took the helm in March 2024, the chain’s footprint has jumped from six states to 10. They’re projecting 10 to 18 new openings by the end of 2026 alone. To keep that momentum, Williams is betting on a 'reverse' strategy: hitting the East Coast and then working back toward their home turf.
The business grind
Real talk: the restaurant game is highkey crowded right now. Between soaring beef prices hitting burger joints and consumers keeping their wallets tight, the competition for your lunch money is fierce. El Pollo Loco is also fighting for shelf space against heavy hitters like Raising Cane’s and Dave’s Hot Chicken, plus the chicken menus popping up at places like McDonald’s.
However, the numbers are looking up. El Pollo Loco has posted three straight quarters of same-store sales growth, and the stock is thriving—up 44% over the last year, crushing the S&P 500’s 15% gain. Williams is betting that their grilled chicken options (like their new wraps and tenders) offer a 'better' daily value than the fried chicken market standard.
To manage this scale-up, the company is shaking up its C-suite. Damon Thomas is coming in from Shake Shack as the new COO, and Tara Hinkle—who has experience at Starbucks and Taco Bell—is the new chief development officer.
Why it matters
El Pollo Loco is trying to prove it can pivot from a regional staple to a national powerhouse. If they can nail this New York expansion, it’s a major W for their valuation, but they’ve got their work cut out for them building brand awareness in a market that doesn't know the vibe yet.
