El Pollo Loco is set to open its first restaurant in New York City in mid-2027 as part of a strategy to become a national chicken chain. The California-based company has signed development agreements for 15 restaurants in the New York area over the next five years, marking its first major expansion in the Northeast. Founded in Mexico in 1975 and known for its flame-grilled chicken, El Pollo Loco currently operates more than 500 locations across 10 states, primarily concentrated in California.

CEO Liz Williams, who took the helm in March 2024, is leading a turnaround focused on modernizing the brand and menu. Efforts include adding convenient meal options such as wraps and chicken tenders, a move aimed at appealing to evolving consumer preferences. The chain has reported three consecutive quarters of same-store sales growth, with Williams noting expanded profit margins and a strengthened overall business model.

Despite its growth, El Pollo Loco faces stiff competition in a challenging market environment, with rising beef costs pushing operators to lean on chicken offerings. Major chains like McDonald’s and Taco Bell have recently expanded their chicken menus, while newer and regional players such as Dave’s Hot Chicken, Zaxby’s, and Raising Cane’s are also gaining traction. In 2024, El Pollo Loco ranked as the eighth-largest chicken chain in the U.S. by sales, holding a 2.1% market share.

The company is also refreshing its leadership team to support expansion, adding Damon Thomas as chief operating officer from Shake Shack and appointing Tara Hinkle as chief development officer. Investors have responded positively to El Pollo Loco’s trajectory, with shares rising 44% over the past year, outperforming the broader market amid a competitive and cost-sensitive restaurant industry landscape.