El Pollo Loco (LOCO) 28th Annual ICR Conference 2026 summary

Brand turnaround and marketing

• Launched the Let's Get Loco campaign to highlight food quality and attract younger consumers.

• Refreshed the menu with new items like burritos, bowls, and salads while maintaining core chicken offerings.

• Increased marketing windows from five to six in 2026 to support a richer innovation pipeline.

• Leveraged targeted app-based discounting and loyalty programs, increasing visit frequency by 6%.

• Enhanced digital and social media engagement, including viral campaigns and delivery aggregator partnerships.

Menu innovation and product development

• Introduced new salads and plans to launch chicken tenders with unique sauces later this year.

• Expanding into new categories like quesadillas, chicken sandwiches, and beverages such as horchata coffee.

• Ongoing focus on both handheld innovations and core bone-in chicken flavors, including Mango Habanero and barbecue.

Operational improvements and margin expansion

• Achieved restaurant-level margins back to 17%, aiming for 18%-20% long-term.

• Improved COGS by rebidding supply chain contracts and switching distributors.

• Enhanced labor efficiency with new scheduling systems, equipment, and in-store kiosks.

• Future plans include shifting more prep to suppliers and further simplifying back-of-house operations.