Restaurant Franchising & Innovation Summit

Speaker Spotlight: Liz Williams, CEO, El Pollo Loco

Liz Williams, CEO of El Pollo Loco, shares a look at her career, her achievements and industry trends ahead of her appearance at the Restaurant Franchising & Innovation Summit 2026.

Image: Willie Lawless/ Networld Media Group

February 20, 2026

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Today, we're shining a spotlight on Liz Williams, CEO of El Pollo Loco. Williams will be a speaker at the upcoming Restaurant Franchising & Innovation Summit, which takes place on March 16-18, 2026, in San Diego, California. She will be a panelist on the "Taps & Tactics: Leaders' Uncorked Advice for Operators" session.

We thought it would be fun to get to know Williams a bit better ahead of her appearance at RFIS.

Describe your current role.

As CEO of El Pollo Loco I'm responsible for setting the overall strategic direction of the brand, building a great team and ensuring the brand's long-term success. This includes collaborating with the Board of Directors on business objectives and translating those into a strategic vision that drives our growth, operational, financial, marketing and people/culture strategies.

What was your first-ever career role and what is one important lesson you learned from it?

You can trace my first job back to a paper route in Lincoln, Nebraska; however, my first restaurant role was as a server at Cheddar's Scratch Kitchen in Des Moines, Iowa. I learned that the importance of hard work, being a great teammate and always giving my best would set me up for success.

What inspired you to work in your industry?

I love the people interaction and service elements that come with our industry. The ability to connect with people and to make a part of their day better through a delicious meal and great service.

What do you enjoy most about your current role?

This may sound cliché, but the people. The leadership team that I work with inspires and challenges me daily in ways that truly improve the brand. Combine that with the dedication, loyalty and work ethic our franchise partners and restaurant teams have, and it really is a winning combination. We have some of the best in the business at El Pollo Loco.

What's a common misconception people have about what you do?

Because of my role, sometimes people assume that I have all of the answers. I've definitely seen and experienced a lot, but I also rely on my team and my broader network to continually learn and challenge myself to find new solutions.

What is one career achievement you're most proud of?

It may be hard for some of our Gen Z audience to believe, but there was a time when Taco Bell wasn't the cool, cultural icon that it is today. In 2010, around the time I joined the company, the brand was really struggling and had a pretty big hill to climb in terms of consumer perception and brand affinity. The team that they put together over there was truly phenomenal. In terms of functional excellence, synergies created across departments, and commitment to getting it right for the brand, it was lightning in a bottle. It wasn't easy and it certainly didn't happen overnight, but we all dug in and got it done. Being a part of the team that was able to turn that brand around in such a major way is one of the things I'm most proud of.

What industry trends do you think are currently over-hyped and why?

I'm not a fan of deep discounting and continuously slashing prices. If you find a way to do a $7 deal, a competitor is going to come back with a $5 deal, then $4, then $3 and there's no end to the cycle because you're forced to keep undercutting the competition. It really is just a race to the bottom and it's not a long-term, sustainable business strategy. There are ways to provide value beyond a low price point, whether it be quality of food or abundance or even a great experience – all of those things are valuable to consumers at a fair price. At El Pollo Loco we really focus every day on different and unique ways our brand can deliver value to our customers.

What advice would you give to someone just starting out in your industry?

Don't be afraid to roll up your sleeves and take on any challenge that comes your way. Many individuals in this industry started in one area and have been able to grow into others because they raised their hand and then dedicated themselves to learning a new skill. It really is amazing that in this industry you can go from operations to marketing to finance, as an example if you show interest and are a good performer.

If you weren't working in your current field, what would you be doing instead?

I don't think you can graduate from a college in Texas and not become a football fan. I really enjoy watching and attending college football games — especially University of Texas Longhorns! I am also a mom with two teenagers and so I enjoy spending time with them on the lacrosse sidelines, attending concerts or traveling together.

Are you involved in any charitable organizations that you would like to tell people about?

I have always been a big advocate and supporter of CASA, Court Appointed Special Advocates, and in the past served on the board of directors f.or Orange County. There is no greater legacy than helping youth, especially those who have been neglected, abandoned or abused. I believe in the mission of supporting the special advocates that help these kids.

Is there anything else you would like to tell people about yourself or your company/organization?

El Pollo Loco is an incredible brand with tremendous growth ahead. The leadership team that we've built boasts some of the deepest industry experience and expertise of any brand. We've spent the last couple of years going back to the fundamentals and getting the foundation right. Now that we have that baseline re-established, we are ready to grow. We have the most delicious food, from our tried-and-true individual and family chicken meals to newer food innovations like our burrito bowls and quesadillas. There is no reason that El Pollo Loco can't be a national, or even international, brand and I'm committed to taking this brand to that next level.