| El Pollo Loco, pronounced “L Po-yo Lo-co” and Spanish for “The Crazy Chicken,” is the nation’s leading quick-service restaurant chain specializing in flame-grilled chicken. Founded in Guasave, Mexico in 1975, El Pollo Loco’s success stems from the unique preparation of its award-winning “pollo,” fresh chicken marinated in a signature recipe of herbs, spices, citrus and garlic passed down from the founding family. The chicken is then grilled over an open flame, hand cut and served hot off the grill with warm tortillas, freshly prepared salsas, and a wide assortment of side accompaniments. Rounding out the menu are fresh flavorful entrées inspired by the kitchens of Mexico, including grilled burritos, Pollo BowlÒ entrees, tostada salads, tacos, chicken tortilla soup, quesadillas, and more.
El Pollo Loco opened four new locations in 2010 and ended the year with a total of 412 restaurants (241 owned by franchisees and 171 owned and operated by the company). The restaurants are located in nine U.S. states: California, Arizona, Nevada, Texas, Utah, Oregon, Illinois, Georgia, and Connecticut.
Headquartered in Costa Mesa, California, El Pollo Loco, Inc. is a privately held company owned by Trimaran Pollo Partners, LLC and management. The principal investors in Trimaran Pollo Partners are funds affiliated with Trimaran Capital, LLC and Freeman Spogli & Co.
History
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1975 |
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In the small town of Guasave on Mexico’s Pacific Coast, a roadside chicken stand lures
passer-bys with the mesmerizing aroma of fresh chicken cooking on an open grill. Called El
Pollo Loco or “The Crazy Chicken,” the chicken stand features an authentic family recipe for
fresh chicken marinated in special herbs, spices, garlic and citrus and then flame-grilled to
perfection. The restaurant quickly becomes a local favorite. |
| 1975-1979 |
El Pollo Loco’s popularity spreads rapidly as 85 restaurants open in 20 cities throughout Northern Mexico. |
| 1980 |
El Pollo Loco crosses the border into the United States. Lines form around the block as the first American El Pollo Loco opens on Alvarado Street in Los Angeles. |
| 1983 |
Denny’s, Inc. purchases El Pollo Loco’s U.S. operations. |
| 1987 |
TW Services, Inc. (later Advantica Restaurant Group, Inc.) purchases Denny’s and El Pollo Loco. |
| 1991 |
El Pollo Loco opens its 200th restaurant. |
| 1993 |
El Pollo Loco expands its menu and debuts six new burritos in October.Lunch sales soar. |
| 1994 |
El Pollo Loco adds self-serve salsa bars in all restaurants. |
| 1995 |
On July 31, El Pollo Loco earns a place in the Guinness Book of World Records for building the world’s largest burrito in Anaheim, California. The burrito is 3,112 feet long and weighs two tons. |
| 1996 |
In February, El Pollo Loco introduces the original Pollo Bowl a tasty combination of flamegrilled chicken, Spanish rice and pinto beans topped with onions, cilantro and salsa with only 10 grams of fat. |
| 1998 |
In October, El Pollo Loco introduces three new salsas-- Avocado, Spicy Chipotle and Pico de Gallo-- alongside its famous House Salsa. All are prepared fresh every day. |
| 1999 |
In December, American Securities Capital Partners, L.P., a private New York-based equity investment firm, along with company management, acquire El Pollo Loco from Advantica Restaurant Group, Inc. |
| 2002 |
In July, El Pollo Loco opens for the first time in a theme park environment at Universal Studios Hollywood. |
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2004 |
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In January, the company announces expansion east of the Mississippi.
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| 2005 |
In April, El Pollo Loco celebrates its 25th Anniversary, introducing its first-ever Loco Value Menu. |
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In November, Trimaran Capital Partners, a private New York-based asset management firm, completes the acquisition of El Pollo Loco. |
| 2006 |
In November, El Pollo Loco opens its first East Coast location at Foxwoods Resort Casino in Connecticut. |
| 2007 |
In January, El Pollo Loco appears on NBC-TV’s hit show, The Apprentice: Los Angeles. Contestants compete by creating and selling versions of El Pollo Loco’s Pollo Bowl®. |
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In July, El Pollo Loco asks “What Kind of Taco Lover Are You?” and introduces two new tacos--a crunchy chicken taco and a soft chicken taco. |
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El Pollo Loco’s largest franchise partner, WKS Restaurant Corporation, celebrates 20 years with
El Pollo Loco and opens its 50th and 51st restaurants in San Bernadino, CA and Stanton, CA, respectively. |
| 2008 |
In July, El Pollo Loco captures first place in QSR Magazine’s 2008 Applied Technology Awards in the “Enduring Technology” category for implementation of the TUAU customer feedback program.
In September, El Pollo Loco debuts the Chken Tortilla Roll, a tasty, portable entree served with a choice of dipping sauces. |
| 2009 |
In April, El Pollo Loco’s “throwdown” with fast food goliath KFC ruffles a few feathers when it launches an award-winning Taste the Fire® campaign and challenges KFC to a public taste test: El Pollo Loco’s fresh, natural, citrus-marinated chicken grilled to perfection over open flames vs. the fried chicken chain’s new “grilled” chicken cooked in an oven. KFC plays “chicken” and does not accept the challenge. El Pollo Loco’s hugely successful campaign brings forth a series of amusing television commercials and online videos, igniting what reporters have referred to as the “Chicken Wars.” |
| 2010 |
El Pollo Loco is recognized by the World Franchising Network as a Top Franchise for Hispanics. |
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| El Pollo Loco celebrates its 30th Anniversary in September with 30 Days of Savings in the form of downloadable coupons available on El Pollo Loco’s website.
Headquarters
El Pollo Loco, Inc
3535 Harbor Blvd., Suite 100
Costa Mesa, CA 92626
714.599.5000
Online
Executive Management
Steve Sather, President and CEO
Mark Hardison, Vice President of Marketing
John Phillips, Vice President of Franchise Operations
Brian Carmichall, Vice President of Development
Patsy Estis, Vice President of Human Resources and Training
John LaPorte, Vice President of IT
Media Contact
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