Spicy Strategies: How El Pollo Loco Stays Hot in QSR

03/11/25 • 48 min

With a career spanning finance, operations, and brand leadership, Liz Williams knows a thing or two about shaking up the quick-service restaurant (QSR) industry. She discusses the art of brand reinvention, sharing how El Pollo Loco is modernizing its look, embracing technology, and staying true to its bold, citrus-marinated flavors. Liz unpacks the growing consumer demand for fresh, high-quality fast food, the power of digital engagement and customer loyalty, and the delicate balance between innovation and preserving what makes a brand iconic.

Key Takeaways:

Liz shares how El Pollo Loco is modernizing its restaurants, with half of its locations undergoing a redesign to enhance customer experience and brand consistency.
The sauce matters! El Pollo Loco’s Salsa Verde has developed a loyal following, leading to discussions on potential retail expansion.
Liz explains the company's buy-over-build tech approach, partnering with Google, Olo, and Quickserve to optimize operations and streamline customer service.
QSR vs. fast casual – El Pollo Loco is redefining its market position by combining QSR speed and convenience with fast casual quality and fresh ingredients to appeal to evolving consumer preferences.
Hot takes: Liz plays “Hot or Not,” sharing her thoughts on limited-time offers (LTOs), celebrity-owned restaurants, and the growing sauce trend shaping modern foodservice. Trivia challenges and restaurant-themed games highlight how El Pollo Loco is using interactive content to engage customers and build brand loyalty.
The branding playbook – Liz and the team discuss the power of storytelling, brand clarity, and how to communicate a strong identity to consumers.

Thank you for tuning in to Hospitality Hangout, brought to you by Branded Hospitality Ventures. Stay connected for more captivating stories, industry trends, and expert insights shaping the future of hospitality.

Episode Credits:

Produced by: Branded Hospitality Media
Hosted by: Michael Schatzberg, JImmy Frischling
Producer: Julie Zucker
Creative Director: Adam Levine
Show Runner: Drewe Raimi
Post Production: Three Cheers Creative

www.thehospitalityhangout.com

Key Takeaways:

Liz shares how El Pollo Loco is modernizing its restaurants, with half of its locations undergoing a redesign to enhance customer experience and brand consistency.
The sauce matters! El Pollo Loco’s Salsa Verde has developed a loyal following, leading to discussions on potential retail expansion.
Liz explains the company's buy-over-build tech approach, partnering with Google, Olo, and Quickserve to optimize operations and streamline customer service.
QSR vs. fast casual – El Pollo Loco is redefining its market position by combining QSR speed and convenience with fast casual quality and fresh ingredients to appeal to evolving consumer preferences.
Hot takes: Liz plays “Hot or Not,” sharing her thoughts on limited-time offers (LTOs), celebrity-owned restaurants, and the growing sauce trend shaping modern foodservice. Trivia challenges and restaurant-themed games highlight how El Pollo Loco is using interactive content to engage customers and build brand loyalty.
The branding playbook – Liz and the team discuss the power of storytelling, brand clarity, and how to communicate a strong identity to consumers.

Episode Credits:

Produced by: Branded Hospitality Media
Hosted by: Michael Schatzberg, JImmy Frischling
Producer: Julie Zucker
Creative Director: Adam Levine
Show Runner: Drewe Raimi
Post Production: Three Cheers Creative

www.thehospitalityhangout.com

Previous Episode

Doughnuts, Hustle, and Hospitality: Chris Schultz on Scaling an Iconic Brand

Chris shares how his unexpected first job in a Mexican restaurant set the foundation for a lifelong career in hospitality. From 13 years at Starbucks, where he witnessed its explosive growth, to leading operations at MOD Pizza, Chris has been instrumental in scaling iconic brands. Now at Voodoo Doughnut, he’s keeping the brand’s counterculture roots alive while navigating expansion into Miami, Los Angeles, and beyond.

The conversation gets deliciously deep, covering everything from Voodoo’s wild doughnut innovations (hello, NyQuil Doughnut) to the 24/7 culture that keeps fans coming back. Plus, find out why Judge Judy is a must-watch for Chris and why Voodoo is committed to staying fresh, funky, and fan-driven—even without delivery!

Key Takeaways:

From Dishwasher to CEO: Chris Schultz’s 40+ year journey in the restaurant industry.
Building Iconic Brands: His role in Starbucks' growth and MOD Pizza’s rise.
The Magic of Voodoo Doughnut: Keeping a counterculture brand authentic while scaling.
Innovation & Fan Engagement: Monthly doughnut drops, wild flavors, and social media-driven campaigns.
Breaking News: Voodoo Doughnut is heading to Miami & LA!
The Tech Evolution: From cash-only to digital-first with Toast & Tattle.
Hot Takes: Cannabis-infused menus, 24-hour dining, and why some trends aren’t it.

Thanks for hanging with us on Hospitality Hangout, powered by Branded Hospitality Ventures! Stay tuned for more insider scoops, industry shake-ups, and the boldest moves from the trailblazers redefining hospitality.

Episode Credits:

Produced by: Branded Hospitality Media
Hosted by: Michael Schatzberg, JImmy Frischling
Producer: Julie Zucker
Creative Director: Adam Levine
Show Runner: Drewe Raimi
Post Production: Three Cheers Creative

www.thehospitalityhangout.com

Next Episode

The Smartest Move in Restaurant Tech Is Simplicity and ScheduleFly Proves It

Will Brawley and the ScheduleFly team have spent over a decade and a half proving that success isn’t just about scale. It’s about staying true to what matters. In an industry built on relationships, they’ve created more than a product that works. They’ve built a level of customer service that keeps independent restaurants thriving. Will’s passion for hospitality is reflected not just in the simplicity of ScheduleFly, but in the genuine care he and his team show for their customers. ScheduleFly isn’t just another tech company – this is a team that understands the heart of restaurants.

Key Takeaway:

ScheduleFly’s success comes from serving independent restaurants with simple, effective scheduling software instead of chasing big contracts. Will and his team made the choice to stay true to their mission. Growth wasn’t the goal, but happy, loyal customers were.
Will was podcasting before podcasting was cool. He launched Restaurant Owners Uncorked 12 years ago to give independent restaurant owners a voice and a platform to share real, unfiltered stories. His philosophy mirrors the best-run restaurants – deliver a great product, take care of people, and give back to the community.
Great restaurants live at the intersection of passion and practicality. Many operators are drawn to the artistry of hospitality, creating memorable experiences through food and atmosphere, while also managing the realities of running a business. The beauty is in finding balance by using just enough technology to improve efficiency without losing the warmth and authenticity that make hospitality special.
Hot takes: Hot or Not sparked some strong opinions, Which Came First? settled some serious debates, and the ultimate pro tip emerged—smile if you want a bigger tip. Fast, ridiculous, and fueled by confidence—it is game time.

Thanks for tuning in to Hospitality Hangout, brought to you by Branded Hospitality Ventures. Next week, Michael Fiato, from Compass Group will be joining us. His official title? Well, let’s just say it includes plenty of Cs, Es, Os, Vs, and Ps—so you know it’s a big deal.

Episode Credits: