El Pollo Loco, the restaurant chain that derives 85% of its sales from Southern California, opened its first restaurant east of Chicago at the Foxwoods Resort Casino in Mashantucket, Conn., this
month. The franchise group that owns the location plans to develop 24 more restaurants in six Northeastern states. El Pollo Loco--"the Crazy Chicken" in Spanish--also recently announced franchise
agreements to build 61 stores in Arizona, Georgia, Missouri, Virginia and Utah.
Its fusion of flame-grilled, marinated chicken and Mexican fast-food has worked well in an environment
where mainstream and ethnic food are blurred. But as the company attempts to satisfy the East Coast palate, the challenge will be to promote its dual identity, giving customers two reasons to check it
out.
El Pollo Loco's fare matches up with customer sentiment for healthier food, says Stephen Carley, a former Taco Bell marketing executive who is El Pollo Loco's chief executive.
The company doesn't cook its French fries in artery-clogging trans-fat oils; its chicken is grilled, not fried; and the poultry is raised without hormones and antibiotics.
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