Goodbye KFC: the new 'Fried chicken king' will open more locations in the US

The fried chicken market in the United States is undergoing a significant change. While some traditional chains like KFC keep their position, an emerging brand is quickly gaining ground and captivating more diners every day.

This is El Pollo Loco, a chain with Mexican roots that has already won over the American palate with its grilled chicken style and a varied menu. In 2025, El Pollo Loco will open new locations in several regions of the country. In addition, they will renovate many of their establishments to offer a more modern and appealing experience.

Expansion and Renovation: El Pollo Loco's Bet

El Pollo Loco was founded in 1975 in Sinaloa, Mexico, and arrived in the United States in 1980, establishing itself in Los Angeles. Since then, its grilled chicken with a Mexican touch has become very popular, and its tacos, burritos, and bowls have won over a diverse audience.

The chain has been praised by many fast food enthusiasts, who do not hesitate to claim that its chicken is superior to that of other competitors like KFC or Popeyes. This public support comes at a key moment, as El Pollo Loco is celebrating the opening of its 500th restaurant, located in states such as Colorado and Arizona.

Meanwhile, the company also confirmed that by the end of 2025 there will be at least ten new restaurants operating in states such as Arizona, Colorado, Idaho, New Mexico, Texas, and Washington. This expansion represents the largest annual increase in its network of locations since 2022, showing steady and sustained growth.

Modernization to Attract New Customers

El Pollo Loco's plan not only includes opening new locations, but also transforming many of the existing ones. They are remodeling up to 70 of their nearly 500 current restaurants in the United States, with the goal of having approximately 250 establishments fully renovated in the next four years.

Among the new features, a new design stands out with an updated color palette and more compact spaces, around 2,370 sq. ft. (2,200 m²). They include kitchen improvements, modern furniture, and LED lighting. This model, considered "iconic" by the company, has an approximate cost of two million euros per location, according to The Sun.

The remodeled stores already feature digital kiosks for placing orders, making the customer experience easier. According to Chief Marketing Officer Jill Adams, these changes allow consumers to better understand the brand's identity and values even before entering the restaurant.

Chief Executive Officer Liz Williams has shown great confidence in consolidating this strategy. In addition to the remodeling, she highlighted that planning for 2026 is on track, with several new locations in the process of opening thanks to contracts and lease agreements already signed.