Pollo Campero, the global Central American chicken franchise, has seen strong growth in the United States, with over 100 restaurants across the country and 400 around the world. When it first began development in the U.S., Pollo Campero focused on establishing a footprint in markets where legacy customers existed, but it soon realized that the potential in the country grew beyond just guests who already knew of the brand.

Now, Pollo Campero has grown into many markets nationwide, familiarizing all kinds of guests with its flavorful chicken meals.

“One of our biggest challenges right now is to build brand awareness, but let me say this: For us, our most important customers right now are still the Guatemalans and Salvadorians,” Chief Operating Officer and Managing Director LJ Rodas said on the CEO Spotlight podcast. “Every time we find a spot where Guatemalans and Salvadorians are, we will bring Campero. But the nostalgia in the next generation is not going to be the same. Guatemalan kids born in the United States will not have the same roots, so we’re chasing and competing against big brands.”

Focusing on both prime locations for restaurants and sharing the Campero story on social media grabs the attention of non-legacy guests and has helped the brand successfully reach beyond its traditional fanbase.

“One try — that’s all we need,” Rodas said. “I’ve been with this company 24 years, and I have never heard anyone tell me, ‘I don’t like this.’ Everyone loves our chicken and sandwiches. The only thing is to get [the guests to give us] one try, and that’s it.”

Listen to the full podcast here.