Food & Beverage

El Pollo Loco begins store remodel with 3 restaurants

Photo courtesy of El Pollo Loco

March 10, 2021

El Pollo Loco, a Costa Mesa, California-based fire-grilled chicken chain, has begun its design relaunch unveiling the first three of more than 300 restaurants that will be remodeled within the next few years. Two of the remodeled restaurants are in Los Angeles and one in Las Vegas, according to a press release.

"The future is now. We're excited to have officially rolled out our evolved restaurant concept, which brings us to the culmination of our three-year transformation agenda and sets us up for geographical expansion in the years ahead," Bernard Acoca, El Pollo Loco CEO said in the release. "This is the catalyst to eventually get the brand back to 5% annual new unit growth across the U.S. by 2023."

The design concepts were unveiled three months ago and were inspired by the changing habits of consumers searching for a more digital and contactless experience.

The exterior branding now features a "Fire Tower," design to give the impression of flames glowing. There is also enhanced lighting and branded patios. For off-premise dining the relaunch offers GPS-enabled curbside pick-up, amplified delivery and in-restaurant order pick-up with a dedicated "Pollo to Go" digital order fixture.

The remodeled interior of the restaurants feature full digital menu boards and grab-and-go drinks, as well as fun touches including lights made from the forks the restaurant's grillmaster uses to cook the chicken; door handles that resemble cleavers and a modern interpretation of the brand's heritage and strengths using iconography distinct to the El Pollo Loco L.A. Mex brand.

"To compete in a COVID and post-COVID world, we knew we needed to create a unique concept that is anchored in technology, accessibility, and modern design elements infusing our brand history to make it easier and more rewarding to be a customer," said Acoca. " We're incredibly excited to have remodeled our first few restaurants so soon after announcing the prototypes and now look forward to ushering in a new era of El Pollo Loco expansion with our L.A. Mex asset design."

El Pollo Loco has 480 company-owned and franchised restaurants in Arizona, California, Nevada, Texas, Utah, and Louisiana. The expansion will initially target select designated market areas in Denver, Colorado; Colorado Springs, Colorado; Albuquerque, New Mexico and parts of Texas.