El Pollo Loco is making another bid to break into New York, almost 10 years after an earlier expansion effort ended before the California-based chicken chain opened even one location.
The company has secured a lease for its first New York restaurant in Queens, which is currently expected to welcome customers by mid-2027.
Beyond the Queens location, El Pollo Loco has reached three development agreements that could bring 15 restaurants to the New York region during the next five years. It is the brand’s most ambitious effort so far to move beyond its longstanding Southwestern base.
The chain specializes in citrus-marinated chicken grilled over an open flame. Its menu also includes burritos, bowls, salads, quesadillas and other Mexican-inspired favorites.
El Pollo Loco operates more than 500 restaurants, with the vast majority located in California and other Western and Southwestern states. In recent years, however, the company has stepped up its growth plans.
CEO Liz Williams, who assumed the role in March 2024, has helped expand the brand’s footprint from six states to 10. The planned New York entry is part of a larger strategy to establish El Pollo Loco as a national restaurant brand.
“New York represents an important milestone for El Pollo Loco and a clear proof point in our disciplined growth strategy,” Williams said in a press release.
“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,” she added.
El Pollo Loco is attempting to enter the New York market again, nearly a decade after its previous expansion plan failed to produce a single restaurant
The chain’s first New York restaurant is planned for Queens and is expected to open by mid-2027
CEO Liz Williams described the West Coast chain’s New York expansion as evidence that its broader brand-growth strategy is working
The New York push carries added importance because El Pollo Loco has already attempted to establish a presence there—and came up short.
In 2014, the company agreed to develop 15 restaurants in the New York-Newark, New Jersey, market. Not one of those planned locations ultimately opened.
Company leaders say the brand is better prepared for an expansion this time.
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El Pollo Loco has recorded positive same-store sales for three straight quarters, while restaurant-level margins have improved during a wider turnaround effort.
The company is also counting on growing interest in protein-focused dining, positioning its grilled chicken as a key draw for health-conscious and convenience-minded customers.
Chicken is marinated and fire-grilled in each restaurant, with open-kitchen designs allowing diners to see the cooking process as their meals are prepared.
“We have strengthened our brand and operations, enhanced our business model, and assembled an experienced leadership team to support sustainable expansion,” Williams said.
To help carry out the strategy, El Pollo Loco has added executives including Chief Operating Officer Damon Thomas, who previously held senior operations positions at Shake Shack and Raising Cane’s.
According to Restaurant News, El Pollo Loco’s 2014 agreement called for 15 restaurants in the New York-Newark, New Jersey, area, but none of the planned locations opened
The chain is also betting that its focus on grilled chicken will appeal to consumers looking for protein-heavy meals
Tara Hinkle, who joined as chief development officer in July, previously served as president and head of the Americas for The Coffee Bean & Tea Leaf and held franchise strategy roles at Taco Bell and Starbucks.
‘Entering New York is a meaningful step in building a thoughtful, scalable development pipeline for El Pollo Loco,’ Hinkle said in the release.
The company has been expanding even as competition among chicken chains intensifies, with brands such as Raising Cane’s, Chick-fil-A, Dave’s Hot Chicken and Wingstop continuing to add locations around the country.
El Pollo Loco opened its 500th US restaurant earlier this year and entered its 10th state with its first Idaho location.
Now it is betting that New York can provide a springboard for an even bigger national footprint.
For New Yorkers, that means another West Coast fast-food chain is preparing to enter an already crowded market – this time with hopes of making the expansion stick.