El Pollo Loco is finally making its move on New York, Chipotle just hit a drive-thru milestone, and Crumbl Cookies is struggling in a way nobody expected. The restaurant industry is full of contradictions right now, and this week’s Extra Serving from Nation’s Restaurant News breaks down each one.
The Technomic Top 500 shows chain restaurant sales slowed again in 2025 as consumers cut back on dining, but sectors like coffee, beverages and snacks and chicken thrived. The episode’s guests, editor in chief Sam Oches and executive editor Alicia Kelso, look at three very different paths: one chain growing, one celebrating, and one falling apart.
El Pollo Loco’s Big Bet on New York
El Pollo Loco announced it signed three development agreements that will bring 15 locations to the New York City area over the coming years. That is a big number for a chain that has tried and failed to crack this market before.
Kelso explains why El Pollo Loco is well prepared for this growth today despite two failed attempts in the past. She and Oches break down what is possible for the brand as it grows eastward.
The timing is notable. Chains have spent years figuring out how to succeed in markets that were once off-limits, and El Pollo Loco is now putting that work into practice in one of the country’s most competitive dining scenes.
Popeyes Takes on Bojangles With a New Sandwich
Popeyes is launching a Honey Chicken Biscuit Sandwich, and Sam believes it could be a winner against competitors like Bojangles. The comparison is direct: two chains fighting for the same customer with a similar product.
The sandwich arrives as part of a wider trend in the category. Chicken is one of the sectors that thrived in the Technomic data, and brands are responding by rolling out new items that sit somewhere between fried chicken and breakfast sandwiches.
Oches frames the launch as a strategic play against a competitor that has been gaining ground. The biscuit format is familiar territory for Popeyes.
Chipotle Celebrates Its 1,500th Drive-Thru Location
Chipotle celebrated its 1,500th Chipotlane location last week. It is a milestone for a company that once resisted drive-thru, and Sam and Alicia discuss the importance of the Chipotlane to Chipotle’s overall strategy — particularly as digital sales become more important to its success.
The milestone is a sign of how far Chipotle has come since its early days. The company once resisted drive-thru entirely.
They also discuss Chipotle’s latest margarita promotion, which might suggest the company is exploring more growth in the alcoholic beverage channel. The promotion could be a signal that Chipotle is looking beyond its core menu.
Taco Bell Partners With Duolingo on a Promotion
Taco Bell’s new Global Taco Day promotion with Duolingo rounds out the Mexican category coverage. The partnership pairs a global holiday with a language app, which is a creative way to reach younger customers.
The promotion is part of Taco Bell’s ongoing effort to build its presence beyond traditional Mexican food. It is a reminder that the category is not just about burritos and tacos anymore.
The episode does not spend much time on the details of the promotion itself, but the pairing is notable. A language app is not a typical partner for a fast-food chain, and the combination suggests Taco Bell is thinking about how to appeal to a generation that spends time learning languages online.
Crumbl Cookies Is Struggling in a Way Nobody Expected
For the extra serving portion of the episode, Sam and Alicia welcome their colleague, Restaurant Business editor in chief Jonathan Maze, to talk about his reporting on Crumbl Cookies. According to Maze’s exclusive report, Crumbl — which was once the fastest-growing brand in the industry — has closed dozens of locations while tightening the screws on franchisees who are under more pressure than ever.
Crumbl’s fall is a reminder that growth is not the same as strength. A chain that was growing faster than anyone else in the industry is now closing stores and tightening the screws on its franchisees.
The report raises questions about the sustainability of rapid expansion. A brand that grew quickly can collapse just as quickly if its systems cannot keep pace with demand.
What This Week’s Stories Tell Us About the Industry
The stories this week show three very different paths. El Pollo Loco is betting on growth in a market it has failed to crack before. Chipotle is celebrating a milestone that proves it has won the drive-thru game. And Crumbl is closing stores and tightening the screws on franchisees who are under more pressure than ever.
The contrast is striking. One chain is expanding with confidence. One is marking a moment of achievement. And one is facing real trouble.
| Chain | Status | Key Move |
|---|---|---|
| El Pollo Loco | Growing | Signed three development agreements for 15 New York locations |
| Chipotle | Celebrating | Reached 1,500th Chipotlane location |
| Crumbl Cookies | Struggling | Closed dozens of locations |
The key facts from the episode:
- El Pollo Loco signed three development agreements for 15 New York locations
- Chipotle reached 1,500th Chipotlane location
- Crumbl closed dozens of locations while tightening the screws on franchisees
- Popeyes launches Honey Chicken Biscuit Sandwich
- Chipotle’s latest margarita promotion suggests exploration of the alcoholic beverage channel
The episode’s takeaway is simple: the restaurant industry is full of contradictions. Some chains are thriving, some are celebrating, and some are failing. The difference between success and failure often comes down to execution.
El Pollo Loco has tried and failed to enter New York before. Now it is signing deals for fifteen locations there, which suggests the brand has learned from its past mistakes. That is the kind of resilience that separates the survivors from the failures.
Crumbl, on the other hand, was once the fastest-growing brand in the industry. Now it is closing stores and tightening the screws on franchisees. The contrast is stark.
The episode does not offer easy answers. It simply presents the facts and lets listeners draw their own conclusions. That is the value of a news podcast: it cuts through the noise and delivers the stories that matter.
The Extra Serving is a weekly rundown of the latest restaurant industry news, hosted by Sam Oches and Alicia Kelso. This week’s episode covers El Pollo Loco’s plans for growth in New York, Chipotle’s drive-thru milestone, and a new report that details major struggles at Crumbl Cookies.
Source material: “El Pollo Loco eyes New York, Chipotle hits a milestone, and Crumbl starts to crumble,” Nation's Restaurant News.
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