Since the program launched, app downloads have increased 30 percent. The chain relaunched its program in September with changes to attract more guests, including lowering the threshold to redeem rewards. We’ve identified a number of markets within that area that we really want to specifically focus on.”Īll the boxes on the “Transformative agenda” have essentially been checked, and El Pollo has a host of evidence to prove it.ĭigitally speaking, Acoca said loyalty is the centerpiece of El Pollo’s go-to-market plan. If you drew a line down from Washington state to Louisiana, all those states inside that line or touching that line are the ones we’re going to focus on. We’re not going to look to plant flags all over the country. “We’ve developed a plan for expansion,” Roberts said. Roberts expects a big marketing push to begin in February. Right now, El Pollo is finalizing a marketing and incentives package that will be used to target fresh operators. Roberts said the true unlock for El Pollo is attracting new franchisees to expand into new markets. Roberts estimated there’s probably two or three that will be interested in exploring new territories, but for the most part, existing operators will focus on building out legacy markets. Most of that growth will be in current markets, where operators have development opportunities. As of September 23, 272 of the 478 stores were franchised.ĬFO Larry Roberts said the core group of existing franchisees are interested in expanding, which will form a base of five to 10 restaurants per year. The other has a dual drive thru, dedicated curbside pickup parking spaces, but a “smaller-than-typical” dining room that opens up to a large patio through garage style doors.Įl Pollo wants growth to be carried by its franchise system. One version features a takeout window, dual drive-thru, curbside pickup parking spaces, and patio seating without a dining room. The new design will be incorporated into El Pollo’s “Restaurant of the Future,” which it announced in December. and the Mexican side of our heritage, you get this beautiful restaurant design that we’re very, very proud of,” Acoca said. “When you bring these things together, both L.A. Over the next four to five years, El Pollo has more than 300 remodels planned. and one in Las Vegas have been remodeled thus far. The remodels have what Acoca described as a “very imposing” fire tower, which illuminates at night with a red and fiery background that draws attention. On the exterior, guests will observe El Pollo’s relationship with fire and the grill. For example, artisanal tools like the cleaver are featured in door handles and turning forks are showcased in chandeliers. When consumers walk inside the remodeled restaurant, they’ll see L.A.-inspired murals, but also elements that harken back to El Pollo’s Sinaloan and Mexican roots. lifestyle and legacy of Mexican tradition. Mex is a term coined by El Pollo, which is essentially the confluence of the better-for-you L.A. The focal point of the next era will be El Pollo’s new L.A. “It’s not that the ‘Transformation Agenda’ is going away, it’s that by and large, the deliverables in that transformation have been fulfilled, so we need a new strategic roadmap for the next three years,” Acoca said Wednesday during the ICR Conference. In other words, the chain is ready to reset and modernize in what Acoca called an “Acceleration Agenda.” The El Pollo leader said the company will have more information about the journey during its Q1 earnings recap later this year. by 2023.Īnd as El Pollo begins this year, CEO Bernard Acoca said the brand is eyeing the next stage of evolutionary growth. In 2018, El Pollo Loco set forth a “Transformative Agenda” that intended to digitize how it goes to market, refine off-premises efforts, streamline operations, and reinforce bonds with communities.Īll of those changes still fuel El Pollo’s goal to once again reach 5 percent annual unit expansion in the U.S.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |