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Diners may know El Pollo Loco for its grilled chicken, but the chain has something different planned for its menu next year.
Chicken is having a moment, and it’s often served fried. The poultry chain is bending to the battered and breaded craze but plans to largely keep its focus on its longtime marinated and flame-grilled recipe.
For the first time in nearly a decade, El Pollo Loco tells me that next year it’s adding crispy chicken to its menu, which includes grilled chicken tacos, burritos and more, in the hopes of luring more diners. The return of fried poultry tenders comes as El Pollo Loco’s sales and traffic have been challenged in recent quarters, with budget-conscious consumers watching their spending and Hispanic consumers, a key demographic for the California-based chain, pulling back generally in response to immigration crackdowns.
Despite the battered fare, El Pollo Loco is keeping its emphasis on its core menu of flame-grilled chicken to keep drawing its loyal customers.
“There’s a lot of competition,” said the company’s finance chief, Ira Fils. El Pollo Loco has plans to respond to the chicken frenzy, for instance with grilled chicken sandwiches along with the tenders, he said. “But we’re going to do it our way.”
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