A Fresh Approach to Franchising

by FBR ViewPoints

El Pollo Loco is a different kind of restaurant franchise. It’s different because it’s the only Mexican restaurant franchise in the United States that was actually founded in Mexico. Started in 1975, El Pollo Loco began as a road-side chicken stand in the small town of Guasave on Mexico’s Pacific Coast.

It’s also different because it uses only fresh, antibiotic- and hormone-free chicken that’s marinated in a special family recipe at the restaurant, then flame grilled and hand cut to order. The result is casual restaurant-qualityfood with the speed and convenience of a fast food dining experience.

But the real reason El Polo Loco stands out is their phenomenally high franchisee satisfaction. In an industry where low satisfaction is the norm, El Pollo Loco rises above the competition.

Part of the reason for their high rating is El Pollo Loco’s extraordinary support system for new franchisees. Franchisees not only receive comprehensive operational training, but also learn how to hire and train others and build their work crews. There is also a wide range of marketing programs in place to help successfully open and operate your business. And of course, there is always your personal franchisee consultant who is only a phone call away any time you have a question.

A unique product and outstanding support are why franchisees are finding El Pollo Loco (the Crazy Chicken) a smart franchise opportunity.

Communication Is Paramount to Franchise Success

As the CEO and President of El Pollo Loco, Steve Carley understands that the key ingredient to a successful franchise is communication. Since he started in 2001, he has maintained a policy of open, respectful communication between the home oice and franchisees. This has created a partnership that helps manage everyone’s expectations and helps move the company forward.

That policy of open communication even extends to potential franchisees. It starts with creating a clear and realistic UFOC (Uniform Franchise Ofering Circular) so franchisees understand potential revenues, costs, etc. El Pollo Loco also strongly encourages potential franchisees to talk with current franchise owners and will even provide them a list.

For Steve Carley, his ideal candidate is someone who understands the restaurant business and buys into what makes El Pollo Loco different. “We still make food in the restaurant,” says Steve Carley. “We have no heat lamps. No staging bins. We pull it of the grill and hand cut it for the customer. There is no frozen patty assembly line.” In fact, one of the strengths of El Pollo Loco is that the quality, taste and flavor of the food rival that of casual-dining restaurants. “We have the access, convenience and value of a fast- food restaurant, but the quality and ambiance of a casual dining restaurant.”

As with much of the success of El Pollo Loco, it goes back to communicating effectively to set realistic expectations for everyone involved.

An Informed Decision to Join El Pollo Loco

Chris Elliot didn’t enter the franchisee world uninformed. As the former president of Cinnabon and COO for Churches Chicken, he had a unique perspective on the franchising industry and knew what to look for when he decided to move from the franchisor side to the franchisee side of the restaurant business. And for him, El Pollo Loco stood out from the rest. “The food quality was outstanding,” said Chris. “There was something unique to the menu and a number of elements underneath that that separates it from the rest.” Elements like great potential, a unique product and an extraordinary franchisee support system.

He also offered his point of view as to the high franchisee approval rating. “When franchisees are mak- ing good money, they are happy,” he said, calling on his experience working with franchisees with Cinnabon and Church’s.

Log in to leave a comment. If you're not an FBR member yet, click here.
Email:
Password:
	Keep me logged in
Comment:

You must register to post a comment. Registration is quick & easy. If you are already an FBR member, click here.
First Name:
Last Name:
Email:
Password:
Confirm Password:
Receive updates, notifications and special offers from Franchise Business Review
Comment:
Verification:	[ New Image ]