El Pollo Loco, a chicken-focused restaurant chain founded in Mexico in 1975, announced it will establish its first New York City location in mid-2027. The company has finalized three development agreements covering 15 restaurants across the New York area to be opened over the next five years, marking a significant step in its strategy to become a national player rather than remaining concentrated in its traditional Southwestern markets.
Currently operating more than 500 restaurants across 10 states, El Pollo Loco has been working under CEO Liz Williams to transform the chain through menu modernization and geographic expansion. Williams joined the company in March 2024 when it operated in just six states. The expansion strategy involves opening restaurants on the East Coast first before moving westward. The company opened nine restaurants in the prior year and is projecting 18 to 20 new locations by year-end, demonstrating accelerated growth momentum.
The chain has reported positive financial performance, including three consecutive quarters of same-store sales growth and expanded profit margins. Investor confidence has reflected this turnaround, with the company’s stock climbing 44% over the past year, outpacing the broader S&P 500 index. The company is positioned as the eighth-largest chicken chain by U.S. sales with a 2.1% market share, according to financial analysis.
El Pollo Loco’s expansion occurs amid intensifying competition in the chicken segment, where major competitors like McDonald’s and Taco Bell have added chicken offerings. The chain faces industry headwinds including elevated beef costs for competing restaurant types and consumer pullback on dining frequency due to budget constraints. However, Williams emphasizes the differentiation provided by the company’s grilled chicken preparation and Mexican-inspired menu, positioning it as a healthier daily dining option compared to fried chicken alternatives.
The company also announced recent leadership changes, bringing Damon Thomas as chief operating officer from Shake Shack and Tara Hinkle as chief development officer, who previously held positions at major restaurant and beverage chains including Taco Bell and Starbucks.
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