Winner winner, chicken dinner.
El Pollo Loco is setting its wings on a new territory — The Big Apple.
The fire-grilled chicken chain recently announced that it will open its first of 15 locations in mid-2027 in Queens. The 15 new spots will quickly come to roost over the next five years.
The company said in a press release that the brand is acting on consumer interest in “protein-forward meals made with quality ingredients,” as its stock has climbed over 40% over the past year.
“New York represents an important milestone for El Pollo Loco and a clear proof point in our disciplined growth strategy,” said Liz Williams, CEO of El Pollo Loco. “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 chain was originally founded in Mexico back in 1975, and opened its first US location in Los Angeles.
Now, El Pollo Loco operates over 500 company-owned and franchised restaurants across ten US states, including Arizona, California, Colorado, Idaho, Louisiana, Nevada, New Mexico, Texas, Utah, and Washington.
As protein options continue to soar, the chicken joint has some stiff competition. McDonald’s is doubling down on its chicken offerings with the rollout of hand-breaded chicken menu items in nearly 200 restaurants.
The burger joint is testing the poultry item across the US and Ireland next year, as beef prices remain high for inflation-riddled consumers.
The brand has already been selling hand-breaded chicken strips and sandwiches across a handful of stores in and around the Chicago area, as well as 10,000 locations across Asia.
Hand-breaded chicken items are “a significant opportunity to upgrade taste and quality,” executive vice president Jill McDonald said during the company’s investor presentation last month.
Taco Bell has also recently expanded its poultry options with its chicken nuggets — all-white meat with a zesty jalapeño buttermilk flavor and dusted with tortilla chips and breadcrumbs for a Mexican-infused chicken explosion.
The taco chain added the nuggets back in 2024, along with a trio of new dipping sauces: the tangy signature Bell Sauce, a jalapeño-infused honey mustard sauce and a new spicy ranch sauce, concocted in collaboration with Hidden Valley.
The move towards chicken was in an effort to beef up its younger clientele and keep up with Chick-fil-A, McDonald’s and other big-name poultry players.
At a Yum Brands investor day in 2023, former Taco Bell CEO Mark King said a “large percentage of our business is beef, and the Gen Z consumer wants chicken.”
