The fried chicken market in the United States is changing. While major traditional chains like KFC or Popeyes keep their ground, another brand is gaining prominence by leaps and bounds. This is El Pollo Loco, a chain that has managed to connect with consumers' tastes through a different approach.
This company, with Mexican origins, offers grilled chicken and a menu that goes beyond classic fried chicken. Its growth in recent years shows that it has found a special place in diners' preferences. In 2025, the brand plans to further consolidate its presence with a remarkable expansion.
El Pollo Loco is growing in several states
Founded in 1975 in Sinaloa, Mexico, El Pollo Loco arrived in the United States in 1980. Since then, it has established itself as an attractive alternative in fast food, especially in Los Angeles. Its grilled chicken with Mexican flavor has won over a diverse audience that values freshness and authenticity.
This year, the chain is celebrating the opening of its 500th restaurant in the United States. These locations are found in states like Arizona and Colorado, where demand keeps growing. In addition, by the end of 2025, El Pollo Loco will open at least ten new restaurants in Arizona, Colorado, Idaho, New Mexico, Texas, and Washington.
This expansion represents the largest annual growth since 2022, reflecting a solid strategy and a good moment for the brand. The increase in the number of locations shows that El Pollo Loco is increasingly positioning itself as a direct competitor to industry giants.
Modernization, key to attracting new customers and improving the experience
Renovation is also an essential part of El Pollo Loco's plan. They are remodeling up to 70 of their current restaurants, aiming for around 250 to be renovated in the next four years. The changes include a modern design and compact spaces, with about 2,370 sq. ft. (220 m²) per location.
Each remodeled restaurant features improvements in the kitchen, furniture, and LED lighting, adding technology such as digital kiosks to make ordering easier. According to marketing director Jill Adams, these innovations help customers connect better with the brand even before entering the location.
Chief executive officer Liz Williams has full confidence in this strategy. She assures that by 2026, contracts for new openings are already signed. The future for El Pollo Loco seems clear: to continue growing and adapting to public demands, while keeping intact the essence that has brought it so much success.
El Pollo Loco proves that with innovation and authentic flavor, it is possible to win over the American palate in a highly competitive market.