El Pollo Loco SWOT Analysis, USP & Competitors

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SWOT Analysis of El Pollo Loco with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

El Pollo Loco

Parent Company

Trimaran Capital Partners


Casual dining restaurants



Tagline/ Slogan

Crazy you can taste


Chicken marinated in special recipe of herbs, spices, fruit juices and garlic



Mexican food enthusiasts

Target Group

Middle income families


Healthiful, freshly prepared grilled food for the whole family

SWOT Analysis


1. Signature citrus marinated chicken is a big attraction
2. More than 400+ restaurants in the US
3. Well trained and skilled “Grill Masters”
4. Brand name is indicative of authenticity

5. Active social media presence engages users

6. Participation in charitable events and giving back to the community


1. Some items on menu are not suited to US tastes
2. Not creative enough in brand communication which causes less market share


1. Introducing a breakfast menu
2. Emphasize on excellent customer service in brand communications
3. Improving ambience and look of the restaurants


1. Competition from Mexican and grilled chicken restaurants
2. Rising cost of fresh ingredients
3. Customers moving towards healthier options



2.Del Taco
3.Kentucky Fried Chicken

The table above concludes the El Pollo Loco SWOT analysis along with its marketing and brand parameters.


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