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• El Pollo Loco is like the KFC of grilled Mexican chicken.
• El Pollo Loco is like a quick-service Chipotle specializing in fire-grilled chicken.

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• Quick-Service Restaurant Meals: Prepared food and beverage items offered for sale to consumers in its quick-service restaurants.
• Restaurant Franchising: Granting independent operators the right to open and operate El Pollo Loco restaurants under its brand and operational system.
• Restaurant Licensing: Providing permission for third parties to operate El Pollo Loco branded restaurants, often for specific regional or international markets.

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1. Individuals seeking convenient and quick meals: These customers are looking for a fast, hassle-free dining option for lunch or dinner, whether they are on a break from work, running errands, or simply don't want to cook.
2. Families and groups: El Pollo Loco often caters to families or small groups with its family meal offerings and a menu that appeals to a variety of tastes, providing a convenient solution for feeding multiple people.
3. Health-conscious consumers (within the quick-service segment): Due to its focus on flame-grilled chicken and options like salads and bowls, El Pollo Loco attracts customers who are looking for relatively healthier or lighter choices compared to traditional fried fast food, without sacrificing speed or convenience.

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Performance Food Group Company (PFG)

Ben E. Keith Company

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Elizabeth “Liz” Williams, Chief Executive Officer

Elizabeth “Liz” Williams has served as Chief Executive Officer of El Pollo Loco since March 2024. Prior to joining El Pollo Loco, she was the CEO of Outfox Hospitality and Foxtrot, a modern café and convenience store, and also led Hart House, LLC. Ms. Williams also served as CEO of Drybar Holdings. She spent over 10 years at Yum! Brands, Inc. (NYSE: YUM) in various roles, including President of Taco Bell International, where she was responsible for strategy, growth, and performance across 30 countries. Before that, she was Taco Bell Global CFO. Ms. Williams has a pattern of managing companies backed by private equity firms, having been CEO of early-stage, private equity ventures like Foxtrot, Hart House, and Drybar. She also served seven years at Dell Computer in finance, brand marketing, and corporate sales positions and spent six years with The Boston Consulting Group (BCG) as Principal in the Consumer and Retail practices. Ms. Williams is currently a board member for Stitch Fix (NASDAQ: SFIX).

Ira Fils, Chief Financial Officer

Ira Fils has served as Chief Financial Officer of El Pollo Loco since June 27, 2022. Before his time at El Pollo Loco, he was the Chief Financial Officer of The Habit Burger Grill from August 2008 to June 2022. During his tenure at The Habit Burger Grill, he oversaw the growth of the company from 20 to over 300 restaurants, led its IPO in 2014, and was involved in its sale to Yum! Brands Inc. in 2020. Mr. Fils also served as Chief Financial Officer of Mimi's Café from 2005 to 2008 and Chief Financial Officer at Rubio's Restaurants, Inc. from 1998 to 2003. He previously held various financial capacities at Family Restaurants and American Restaurant Group. He holds an undergraduate degree in economics and an MBA from the University of California, Irvine.

Maria Hollandsworth, President, Chief Operating Officer

Maria Hollandsworth serves as the President and Chief Operating Officer of El Pollo Loco. She previously served as the company's interim Chief Executive Officer from November 2023 until March 2024.

Jill Adams, Chief Marketing Officer

Jill Adams has served as Chief Marketing Officer since October 2023. Prior to joining El Pollo Loco, Ms. Adams held various leadership roles in field marketing, product marketing, menu strategy, integrated marketing, and innovation & growth at Jack in the Box, Inc. She holds an MBA from California State University-Sacramento and a bachelor's degree in business management and marketing from the University of Kentucky.

Jason Weintraub, Chief Legal Officer and Chief People Officer

Jason Weintraub has served as Chief Legal Officer since June 2025 and as Chief People Officer since October 2025. He previously served as Chief Legal Officer & General Counsel of Jacuzzi Group, a global, private equity-owned consumer products manufacturer. Mr. Weintraub also served as Chief Legal Officer of El Pollo Loco, Inc. prior to his time at Jacuzzi Group, where he managed public company governance and compliance matters and led the company's legal, regulatory, corporate compliance, and risk management functions.

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The emergence and rapid growth of ghost kitchens and virtual restaurant brands pose a significant emerging threat. These businesses operate with minimal or no physical storefronts, focusing exclusively on food delivery and leveraging lower overhead costs. This model allows for rapid development of diverse, specialized menus and aggressive pricing strategies, directly competing with traditional quick-service restaurants like El Pollo Loco for the increasingly important delivery market segment. The agility and reduced capital expenditure of ghost kitchens enable them to quickly adapt to consumer trends and capture market share without the operational complexities of brick-and-mortar establishments.

The increasing adoption of advanced food automation and robotics in quick-service restaurant operations presents another emerging threat. As robotic systems become more sophisticated and cost-effective, competitors may leverage automation for food preparation, cooking, and even service. This could lead to significant reductions in labor costs, increased operational efficiency, greater consistency in food quality, and faster service times. Traditional QSRs like El Pollo Loco, which rely heavily on human labor, could face a competitive disadvantage in terms of cost structure and speed if they do not adequately adapt to or invest in these emerging technologies.

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The addressable market for El Pollo Loco's main products and services in the United States is primarily within the quick-service restaurant (QSR) sector, specifically the fast-food chicken restaurant segment. El Pollo Loco specializes in Mexican-style grilled chicken entrees, alongside offerings such as tacos, burritos, quesadillas, and bowls.

The U.S. fast-food chicken restaurant industry was valued at approximately $63.7 billion in 2025. This segment is projected to grow to an estimated $67.2 billion by 2030. This market size represents the annual revenue generated by quick-service chicken restaurants in the U.S., accounting for about 10% of the total fast-food market.

For broader context, the overall U.S. fast food and quick services restaurants market was valued at approximately $360 billion in 2024 and is projected to reach an estimated $522 billion by 2033, growing at a compound annual growth rate (CAGR) of 4.0% from 2027 to 2033. Other estimates for the U.S. QSR market size include around $400 billion in 2024 and a projection to reach $599.87 billion by 2032.

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El Pollo Loco Holdings, Inc. (LOCO) expects several key drivers to fuel its revenue growth over the next 2-3 years, focusing on strategic expansion, enhanced customer engagement, and operational improvements.

1. New Restaurant Development and Franchise Expansion: El Pollo Loco plans to accelerate its unit growth, particularly through franchising, and expand into new markets. For fiscal year 2026, the company targets opening 3-4 new company-operated restaurants and 15-16 franchised locations. This disciplined growth strategy through site acquisition and franchise expansion is a core component of its long-term plan.

2. Sustainable Comparable Restaurant Sales Growth: A primary focus for El Pollo Loco is to drive sustainable traffic growth across its existing system, aiming for system-wide comparable restaurant sales growth of 1% to 3% for the full year 2026. This growth is anticipated to stem from a combination of strategic menu pricing and increased customer foot traffic at established dining locations.

3. Digital and Loyalty Program Enhancements: The company is investing in its digital platforms, including loyalty and delivery programs, as a strategic pillar to drive engagement and transactions. In 2025, digital and delivery sales represented 13.8% of total sales, and the Loco Rewards program grew to 5.3 million members. Ongoing app-based promotions and a refreshed loyalty program with exclusive offers are expected to boost customer participation and revenue.

4. Culinary Innovation and Brand Positioning: El Pollo Loco is committed to culinary innovation and brand enhancement initiatives to attract new customers and drive transaction growth. Recent introductions like the Mango Habanero fire-grilled chicken, Queso Crunch Burrito Bowls, and a "Protein Packed Menu" demonstrate this focus. The company also plans to introduce new items such as Loco tenders and is testing loaded quesadillas and a crispy grilled chicken sandwich to broaden its appeal.

5. Restaurant Remodels and Improved Unit Economics: The company continues its remodeling program for existing restaurants, with plans for 25-35 company-operated and 30-40 franchised remodels in 2026, which historically have generated mid-single-digit sales lifts. These efforts are part of a broader strategy to optimize unit economics through cost reduction initiatives and new restaurant prototypes designed to enhance returns and support overall growth.

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Share Repurchases

• El Pollo Loco repurchased approximately $59 million in shares during 2023.
• As of December 4, 2023, the company had $7.4 million remaining under a $20 million share repurchase authorization that was set to expire on March 31, 2025.
• For the fiscal year ended December 31, 2025, the company repurchased 163,229 shares for a total of $1.8 million, with the repurchase program being terminated on March 31, 2025.

Capital Expenditures

• El Pollo Loco's projected capital spending for the full fiscal year 2025 was between $30 million and $34 million.
• For 2026, the company expects capital expenditures to be between $37.0 million and $40.0 million.
• The primary focus of these expenditures includes opening new restaurants (with 9 new restaurants opened in 2025 and 18-20 planned for 2026, prioritizing locations outside California and utilizing second-generation sites to reduce build costs), and continuing the remodeling program (69 remodels completed in 2025, with 55-75 planned for 2026). Investments also target loyalty and delivery programs and other technology platforms.