September 17, 2007
El Pollo Loco ask, Would You Like your Chicken Grilled Instead of Fried?
Analysis of:
Chicken chain bets on South | www.sptimes.com
This analysis is solely the work of the author. It has not been edited or endorsed by GLG.
Implications: Will the South accept grilled chicken? Although grilled chicken is not new to the South El Pollo Loco, now regional in California is betting on it.
Analysis: El Pollo Loco (the crazy chicken), now regional in California is spreading its wings. The CEO states, "We're giving the South,which loves chicken, a healthy,wholesome alternative to fried chicken."
Folks down South have a reputation of standing by their "fried chicken" and "barbeque" There are always comparisons about how to cook and who has the best recipes all the way back to the Colonel.
Overcoming the long love of fried chicken will be the equivalant changing the love of the automobile.
Other chains have tried and even El Pollo Loco tried in the mid-eighties in the Florida market and failed.
We have never seen a truly national barbeque chain or grill chicken chain. Penetrating that segment will be a major challenge for El Pollo Loco to achieve. It will take a lot of staying power. The product may be healthy and wonderful; but the hugh task will be developing the image and branding necessary to sustain the growth.
This must be the priority entering a new market. It far exceeds the introduction of a new name or a new product. Changing the markets habits will be the "elephant in the room".
Analysis: El Pollo Loco (the crazy chicken), now regional in California is spreading its wings. The CEO states, "We're giving the South,which loves chicken, a healthy,wholesome alternative to fried chicken."
Folks down South have a reputation of standing by their "fried chicken" and "barbeque" There are always comparisons about how to cook and who has the best recipes all the way back to the Colonel.
Overcoming the long love of fried chicken will be the equivalant changing the love of the automobile.
Other chains have tried and even El Pollo Loco tried in the mid-eighties in the Florida market and failed.
We have never seen a truly national barbeque chain or grill chicken chain. Penetrating that segment will be a major challenge for El Pollo Loco to achieve. It will take a lot of staying power. The product may be healthy and wonderful; but the hugh task will be developing the image and branding necessary to sustain the growth.
This must be the priority entering a new market. It far exceeds the introduction of a new name or a new product. Changing the markets habits will be the "elephant in the room".
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