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El Pollo Loco Sets First New York Restaurant for Queens in 2027

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El Pollo Loco will debut in Queens by mid-2027, part of 15 planned New York-area sites as CEO Liz Williams pushes to build a national chicken chain.

El Pollo Loco plans to open its first restaurant in New York City in mid-2027, with the debut location set for Queens. The move marks the California-rooted chain's push beyond its Southwestern base and into one of the country's largest urban markets.

The company said on Tuesday it had finalized three development agreements covering 15 restaurants across the New York area over the next five years. CEO Liz Williams is steering the brand toward becoming a national chicken chain, starting on the East Coast before circling back toward the West.

The brand traces its start to Mexico in 1975 and opened its first American location in Los Angeles. Most of its outlets remain clustered in California, but the chain now runs more than 500 restaurants in 10 states. It built its reputation on bone-in grilled chicken, and the menu has since widened.

Williams acknowledged the challenge of entering competitive territory while shoppers guard their spending. "Being a 50-year-old brand, people have seen it over the years and have always had that curiosity, but we have our work cut out," she said.

Since taking the helm, Williams has led a turnaround built on updated restaurants and a broader menu that adds quicker options such as wraps and chicken tenders. The chain has now posted three consecutive quarters of same-store sales growth. "In the current quarter, we've expanded margins, and the business model is healthy overall," she said. "The brand has gotten even stronger and healthier."

Growth has accelerated under her watch. When Williams started in March 2024, the company operated in only six states. It added nine restaurants last year and now expects to open 18 to 20 by the end of 2026.

The market has responded. El Pollo Loco shares have gained 44% over the past year, outpacing the S&P 500, which rose more than 15% in the same stretch.

A crowded chicken market

The expansion arrives during a difficult period for the restaurant sector. Beef costs have climbed for burger and taco chains, and diners eating out less often to save money have sharpened competition among restaurants.

Chicken has become a particular battleground. McDonald's and Taco Bell, where Williams once worked, have broadened their chicken lineups after studying consumer demand. Fast-growing rivals range from the newer Dave's Hot Chicken to Southern brands such as Zaxby's and Raising Cane's.

In 2024, El Pollo Loco ranked as the eighth-largest chicken chain in the United States by sales, holding a 2.1% market share, according to Barclays. Williams argued that its grilled chicken and Mexican-inspired flavors set it apart. "Everyone is talking about wanting to eat a little better and really thinking through their choices," she said. "Everyone loves fried chicken ... However, in terms of what you're able to eat every single day, grilled chicken is just a better option."

Leadership changes

The growth plans coincide with new hires in the executive ranks. In a regulatory filing on Friday, the company said Damon Thomas would join as chief operating officer, arriving from Shake Shack.

Tara Hinkle was recently named chief development officer. She came aboard in July after roles at The Coffee Bean & Tea Leaf, Taco Bell and Starbucks.

El Pollo Loco, El Pollo Loco New York, Liz Williams, grilled chicken chain, Queens restaurant, chicken chain expansion, restaurant industry, El Pollo Loco stock

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