El Pollo Loco plots East Coast expansion with first New York location

Under CEO Liz Williams, the company is betting that its signature bone-in grilled chicken can carve out space in a saturated market dominated by fried offerings from giants like McDonald’s and specialized competitors such as Raising Cane’s. The chain has seen three consecutive quarters of same-store sales growth, a performance reflected in a 44% surge in share price over the past year. To sustain this momentum, leadership is modernizing restaurant designs and diversifying the menu with more portable items like wraps and tenders.

Success in the Northeast requires overcoming intense competition and cautious consumer spending habits. While the chain held a 2.1% market share in 2024, it must now navigate a landscape where diners are increasingly price-sensitive. To support these ambitions, Williams has bolstered her executive team, recently appointing former Shake Shack veteran Damon Thomas as chief operating officer and bringing in Tara Hinkle to oversee development. With 10 to 18 new locations projected by the end of 2026, the company is moving aggressively to prove that grilled chicken remains a viable, healthier alternative to the fried-heavy menus currently capturing the fast-food market.