El Pollo Loco SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 1964

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


Food & Beverages

Tagline/ Slogan

Crazy you can taste


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

El Pollo Loco STP


Mexican food enthusiasts

Target Group

Middle income families


Healthiful, freshly prepared grilled food for the whole family

El Pollo Loco SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of El Pollo Loco. Strengths are:

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


Here are the weaknesses of El Pollo Loco :

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


Following are the Opportunities of El Pollo Loco :

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


The threats of El Pollo Loco are as mentioned :

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

El Pollo Loco Competition


Below are the 3 main El Pollo Loco competitors :

2.Del Taco
3.Kentucky Fried Chicken

The brandguide table above concludes the El Pollo Loco SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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