El Pollo Loco Holdings Business Summary

El Pollo Loco Holdings, Inc. (LOCO) operates as a specialized fire-grilled chicken restaurant chain, generating revenue through company-operated restaurant sales and a franchise model that yields initial fees and ongoing royalties, typically 5% of gross sales. As of February 2026, the company manages approximately 500 locations, primarily across the Southwestern United States, with revenue segments split between company-owned units and a growing franchised base. The business model centers on a "QSR-plus" strategy, which captures market share by offering the speed of quick-service with the food quality and "better-for-you" appeal of fast-casual dining. Primary competitors include Chipotle Mexican Grill, Chick-fil-A, Popeyes Louisiana Kitchen, and KFC; El Pollo Loco maintains a distinct competitive advantage by leveraging its authentic Mexican heritage and signature citrus-marinated, open-flame grilling process, positioning itself as a healthier, premium alternative to traditional fried chicken and standard Tex-Mex chains. The leadership team is led by Chief Executive Officer Elizabeth "Liz" Williams, who joined in 2024 bringing a high-pedigree background as the former President of Taco Bell International and CEO of Drybar. She is supported by Chief Financial Officer Ira Fils, previously CFO of The Habit Burger Grill, and Jason Weintraub, who serves as Chief Legal and People Officer. Following the December 2025 departure of President and COO Maria Hollandsworth, the company has prioritized a board-led strategic refresh under Chairman Douglas Babb. The board recently expanded to include industry veterans Robert D. Wright (former Potbelly CEO) and Tana Davila (CMO of Dutch Bros) as of January 2026, with Domino’s EVP Frank Garrido slated to join in March. Originally founded in 1975 by Juan Francisco Ochoa in Mexico before its 1980 U.S. expansion, the company now operates as a mature public entity focused on digital transformation and national footprint optimization.