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FOR
IMMEDIATE RELEASE
Contacts: Julie Weeks
714-599-5150
El Pollo Loco
jweeks@elpolloloco.com
06/10/2008 El Pollo Loco Spreads it Wings in Virginia Beach, Marking the Brand’s Entry into Virginia Inspirational Multi-Concept Restaurateur Brings the Chain’s Famous Flame-Grilled Chicken to the State
COSTA MESA, CA – June 10, 2008 – Virginia has a brand new flame, and Virginia Beach is the first town to “ignite” it! Following much anticipation around the arrival of El Pollo Loco in Virginia, the flame-grilled chicken leader will open the doors to the state’s very first El Pollo Loco on Monday, June 23rd at 10:00 a.m. in Virginia Beach.
El Pollo Loco, a leading franchise of 400+ fast casual restaurants, is famous on the West Coast for its signature citrus-marinated, flame-grilled chicken served with warm tortillas, assortment of delicious sides and fresh salsas, along with a wide variety of fresh, contemporary Mexican-influenced entrees.
The new Virginia Beach restaurant is located at 2249 Upton Drive between Princess Anne and Elson Green in the Red Mill Walk shopping center. The building is approximately 3,900 square feet and offers bright, comfortable seating for nearly 100 guests. The restaurant employs 50 new hires from the local community and is open daily from 9:00 a.m. to 11:00 p.m. The restaurant offers drive-thru service, in addition to dine-in and take-out service. Catering for special events and celebrations is also available.
Virginia Beach’s new El Pollo Loco features the company’s new building design. The impressive exterior evokes contemporary Mexican design with multiple textures, geometric shapes, natural wood and Aztec design elements. The dramatic interior highlights El Pollo Loco’s fresh, citrus-marinated chicken as it cooks on the grill and features an open dining area with flexible seating that encourages customers to relax and enjoy the unique El Pollo Loco dining experience. A focal point of the new dining room is a circular, self serve salsa bar approachable from all directions so guests can easily customize their menu selections with any combination of El Pollo Loco’s signature salsas. All are prepared fresh every day.
The new Virginia Beach location is one of 10 El Pollo Loco restaurants to be opened throughout the Norfolk, Virginia area by restaurant industry veteran, Ella Avery-Smothers.
Avery-Smothers was raised on a tobacco farm with her six siblings in a poverty-stricken area of Southern Virginia. She was educated through 5th grade in a one-room school house that she presently owns. She overcame the odds to become a notable power player in the franchise restaurant industry.
At the age of 15, Avery-Smothers, an average student in school, was greatly inspired by a teacher who told her that students with a C average could make a difference and succeed in the world. She took her teacher’s advice to heart, pursued her dreams and was awarded a scholarship to St. Paul’s College, which was supported by the United Negro College Fund. Through the years, Avery-Smothers has dedicated her time to mentoring C students working within her restaurants, as well as providing financial assistance to deserving employees who enroll in college. In fact, her generosity and commitment to giving back caught the attention of Readers Digest. Avery-Smothers was profiled in the publication’s “Make it Matter” section in April 2008 and also featured on the Today Show in March 2008.
In addition to her El Pollo Loco development plans, Avery-Smothers owns eight Burger King franchises in Los Angeles. Along with the Virginia Beach El Pollo Loco opening, Avery-Smothers is developing El Pollo Loco restaurants in Hampton, Norfolk, Chesapeake, and Suffolk. The Hampton El Pollo Loco is scheduled to open late this summer and the Norfolk restaurant is scheduled to open this fall.
Local officials, community leaders and members of the Hampton Roads Chamber of Commerce will be joining the El Pollo Loco team in a special ribbon cutting event that will take place at the new restaurant on Monday, June 23, 2008, at 9:00 a.m. The restaurant will officially open at 10:00 a.m. that same day.
“I am both honored and excited to bring Virginia its very first El Pollo Loco,” said Avery-Smothers. “Virginians who have experienced El Pollo Loco are thrilled to finally be able to enjoy the mouthwatering taste of our citrus-marinated, flame-grilled chicken here locally. And for those who have never tried El Pollo Loco, it will be love at first bite.”
Founded in Guasave, Mexico in 1975, El Pollo Loco, pronounced “L Po-yo Lo-co” and Spanish for “The Crazy Chicken,” opened its first U.S. restaurant in 1980 and is famous for the unique preparation of its award-winning “pollo”-- fresh chicken marinated in a special recipe of herbs, spices and citrus juices passed down from the founding family. The marinated chicken is then flame-grilled, hand cut and served hot off the grill with warm tortillas, freshly prepared salsas, and a wide assortment of side dishes. Rounding out the menu are fresh flavorful entrées inspired by the kitchens of Mexico, including signature, grilled burritos, the Pollo Bowl Entrees®, Pollo Salads, Tacos al Carbon, quesadillas, Chicken Tortilla Soup, and more.
About El Pollo Loco
El Pollo Loco currently operates 404 restaurants (241 franchised locations and 163 company-owned restaurants) located in California, Arizona, Nevada, Texas, Washington, Colorado, Illinois, Georgia, Connecticut, Massachusetts and now Virginia. 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. For more information about El Pollo Loco, visit the company’s website at www.elpolloloco.com.
This news release contains forward-looking statements, which are statements that do not relate solely to historical fact. They include, but are not limited to, any statement that may predict, forecast, indicate or imply future results, performance,
achievements or events. They may contain words such as “believe,” “anticipate,” “expect,” “estimate,” “intend,” “project,” “plan,” “will,” “should,” “may,” “could” or words or phrases of similar meaning. The statements reflect management's current expectations regarding future events. Risk factors that could cause actual results to differ materially from those
expressed in the forward-looking statements include, but are not limited to, concerns about food-borne illnesses; negative
publicity, whether or not valid; adverse public perception due to the occurrence of avian flu; increases in the cost of
chicken; an ultimate adverse ruling in litigation involving El Pollo Loco-Mexico which could result in the imposition of
significant monetary damages and loss of rights to the trademarks in Mexico; our dependence upon frequent deliveries of food and other supplies; our sensitivity to events and conditions in the greater Los Angeles area; our reliance in part on our franchisees; our vulnerability to changes in consumer preferences and economic conditions; our ability to compete successfully with other quick service and fast casual restaurants; and other risk factors listed from time to time in the Company's reports filed with the Securities and Exchange Commission. Statements about the Company’s past performance are not necessarily indicative of its future results. The Company undertakes no obligation to publicly update or revise any forward-looking statement, whether as the result of new information, future events or otherwise.
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