Always thought of El Pollo Loco as a chicken concept?
Think again.
The Mexican-inspired grilled-chicken chain is looking to make beef a permanent menu item as it grows in beef-hungry markets like Texas, Colorado and, soon, Kansas City.
President and CEO Larry Roberts said the move stems in part from the huge success last year of the limited-time birria promotion, which was supported by a TikTok campaign designed to attract a younger audience to the fast-casual brand.
“It did so well, and quite frankly the beef product itself is so good, that’s when we decided, hey, let’s take a look to see if we can make beef a permanent menu item,” Roberts said in a presentation last week at the Jefferies Winter Restaurant, Foodservice, Gaming, Lodging & Leisure Summit.
Beef returned later in 2022 as an option in the Overstuffed Quesadilla promotion launched in November, for example, and, for that LTO, Roberts said the beef version was the strongest of the mix.
And beef is on the menu again with a current promotion available through Feb. 22: Sonoran-style Loco Burrito Grillers, which come as a grilled chicken or shredded beef option, both with jack cheese, cilantro and onion, and served with a dipping sauce similar to the popular consommé that came with the birria last year.
Roberts said the next two LTOs to come this year will also include beef.
Adding the protein as a permanent item will potentially attract more consumers, he said. “But more importantly we see it as a frequency driver just because now you’ve got another significant option on the menu that plays across multiple food items, it can be in bowls, burritos or tacos,” said Roberts.
Andy Rebhun, El Pollo Loco’s CMO, said beef now represents about 60% of the LTO sales mix. Fundamentally the move to add more beef to the menu is a response to customer demand and their enthusiasm for both the birria and beef-stuffed quesadillas so far, and what is expected for the Grillers.
Heather Gardea, El Pollo Loco’s head of culinary development, said the brand explored grilled beef options, like carne asada, in keeping with the flame-grilled chicken branding at the core of the menu. But the company decided to go with the tender slow-braised beef used initially in the birria because it worked best in terms of both quality and versatility.
Braising the beef also results in the consommé, which is also proving to be a versatile side item, as with the Burrito Grillers.
More versions of birria are coming back to the menu, she said, in part because the younger audience El Pollo Loco is trying to reach loved the interactive nature of dipping their entrees—and posting it on social media.
Birria was not only the most successful promotion since Roberts joined the company, he said, “We saw a nice jump in terms of the younger consumer buying that product.”
Chicken, however, will remain the core of El Pollo Loco’s menu.
The brand was born in the Sinaloa region of Mexico and first arrived in Los Angeles in 1980. It is known for its citrus-marinated, flame-grilled chicken, which is cooked daily in each restaurant. Grilled chicken on the bone represents about 45% of sales and the brand has long been favored for its family meal options with chicken and sides. The grilled chicken is also used in entrees like bowls, salads and burritos.
El Pollo Loco operates or franchises about 489 restaurants in seven states, and most recently opened in Colorado for the first time in November. New markets to come include Kansas City and the Pacific Northwest, including Oregon and Washington state.
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