El Pollo Loco is betting big on New York, signing three development agreements for 15 restaurants in the region and securing its first lease in Queens with a mid-2027 opening targeted. The move marks the chain’s latest attempt to become a national brand, a goal it has pursued unsuccessfully in the past.
The fast-food chicken chain announced the New York expansion this week, with the development led by one longtime franchise partner and two new franchise partners. The expansion is described as an important milestone in El Pollo Loco’s push toward national status.
“We’re ready to push across the country.”
CEO Liz Williams said in January that she is optimistic this time around. Her confidence comes from changes she has pushed since joining the company about three years ago.
“We would open new restaurants in new locations, and we wouldn’t have the infrastructure that trained people the right way and standards that held the test of time,” Williams said. “People turn over and things fall apart. We have fixed that.”
A Long History of False Starts
California-based El Pollo Loco has tried to go national multiple times before. Its previous attempts include the 1980s and the mid-2000s, both of which fell short. More recently, in 2014, the chain entered a development deal to open 15 restaurants in the New York-Newark, New Jersey, markets. None of those restaurants ever opened.
That history makes the current push feel familiar. The company is trying again, this time with a clearer plan and a stronger team in place.
What Changed Since 2014
The chain has improved its economic model, with margins ticking above 19% in the second quarter, up from 13.2% in 2022. That improvement gives the company room to invest in expansion without stretching its finances.
Williams also pointed to a stronger leadership team. The company has brought on two executives to support its expansion plans:
- Damon Thomas, named chief operating officer after most recently serving at Shake Shack.
- Tara Hinkle, named chief development officer with nearly 20 years of experience in franchising, development, and operational planning.
Hinkle most recently served as president and Head of Americas for The Coffee Bean & Tea Leaf and previously held franchise strategy and business partnership leadership roles at Taco Bell and Starbucks.
The New York Playbook
The New York development follows a pattern the company has used elsewhere. Its 500-plus restaurants are now primarily concentrated in the Southwestern United States, but the brand recently opened in Idaho, marking its 10th state. New York will make number 11.
The company’s approach is deliberate. Hinkle framed the expansion as a careful process rather than a rush to open.
“Entering New York is a meaningful step in building a thoughtful, scalable development pipeline for El Pollo Loco,” Hinkle said. “We are focused on choosing the right sites, selecting and supporting strong operators, and growing in a way that creates lasting value for our guests, franchisees and shareholders.”
The Company’s Statement
The company’s statement emphasized the strength of its position before announcing the New York plans.
“New York represents an important milestone for El Pollo Loco and a clear proof point in our disciplined growth strategy,” Williams said this week. “We have strengthened our brand and operations, enhanced our business model, and assembled an experienced leadership team to support sustainable expansion. 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.”
The Broader Context
Sales for chain restaurants slowed again in 2025 as consumers cut back on dining, according to the Technomic Top 500. Sectors like coffee, beverages and snacks and chicken thrived during that period.
The fast-food chicken sector is doing well. El Pollo Loco’s move into New York puts it in a market where the category is performing.
The Road Ahead
The mid-2027 opening target for the Queens lease is a long way off. That gives the company time to get the details right, which is exactly what Williams and Hinkle have said they will do.
Whether this time is the charm remains to be seen. The company has failed to open restaurants in New York before, and the path from lease to grand opening is rarely smooth.
What is clear is that El Pollo Loco is willing to try again. The company has assembled a leadership team with deep experience in franchising and operations, and it has a proven economic model behind it.
The next few years will show whether the chain can finally break through in the East. For now, the company is betting on New York, and the city is waiting to see if the bet pays off.
Source material: “El Pollo Loco sets its sights on New York,” Nation's Restaurant News.
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