After impressive performance across the U.S. last year, Pollo Campero, the global Central American chicken franchise, continues to see impressive growth. The brand continued to drive same-store sales growth in the first quarter, opened its 100th U.S. location in Miami Gardens, Florida, in April and has maintained a healthy pipeline of both prospective owners and units currently in development. Pollo Campero has already opened 10 new U.S. restaurants this year and is poised for explosive U.S. growth through the end of 2024 and beyond.

“When I go out and visit with franchise candidates, one of the things they want to know is ‘Are you investing in the business?’ And the answer is absolutely, 100%,” said Vice President of Franchise Development Blas Escarcega. “Our parent company is actually investing about $190 million over the next five years for corporate development and franchise support. That tells you the commitment that we have as an organization to ensure this brand really resonates with the different markets that we’re going to be operating in.”

Founded in 1971 in Guatemala City, Pollo Campero started as a local restaurant serving chicken meals from family recipes. Since then, it has grown nationwide, including its expansion into the U.S., capturing the hearts and minds of new guests with its unique menu items. Escarcega says the brand is now working to open at least 25 total restaurants by the end of the year.

“It’s a very good, unique spot that we’re in, not only with the flavors, but the chicken category, which is one of the fastest growing categories in the restaurant industry,” Escarcega said. “You combine that with the customer services, which we believe is something we’re very special at. We want [guests] to believe they’re part of the Campero family once they come into our restaurants. And that’s really been the secret of the brand over the last several years.”

For more information, visit https://camperofranchise.com/.

A summarized transcript of Escarcega’s interview with 1851 Franchise’s Nick Powills is included below. It has been edited for clarity, brevity and style.

Nick Powills: Blas, since our last chat about a year and a half ago, the brand has been on a fast track. What is the current state of the union?

Blas Escarcega: We've opened 10 units this year alone, breaking records. Just last week, I was in Rock Hill, South Carolina, opening both a franchise and corporate unit on the same day — a first for us. Our 100th store, opened in Miami Gardens last month, was a hit. We've seen a huge uptick in growth across key markets like Florida, New York and California, and we plan to expand nationwide. Our financials are solid, with record profits and double-digit same-store sales growth, a trend we've maintained even post-pandemic. We've also welcomed new franchise partners from Knoxville, Phoenix, Northern Georgia and New Orleans and have a growing pipeline of interest.

Powills: What is the ratio of franchise to corporate?

Escarcega: Currently, our ratio is 15% franchise to 85% corporate, but we're aiming for a 30-70 split within the next few years, meaning more opportunities for franchising.

Powills: In my view, the best-kept secrets in franchising are either corporate or franchise growth. Brands without a solid corporate presence or expanding franchisee base might not be as promising. With 85% corporate ownership, you have something special.

Escarcega: Absolutely, Nick. Prospective franchisees are taking note of our commitment to growth. Our parent company is investing $190 million over the next five years into both corporate development and franchise support, signaling our dedication to success.

Building brand awareness has been a focus, especially in new markets like Manhattan and Chinatown. Our strategy of targeting high-traffic areas and investing in social media and grand openings is paying off, attracting a broader audience beyond our traditional Central American base.

Now let's talk about our products. Our recent expansion into diverse markets like Chinatown is a testament to our evolving customer base. We've focused on offering flavorful, quality chicken meals, a hallmark of Pollo Campero, which has surprised and delighted new customers, leading to increased same-store sales.

Our efforts to appeal to a wider audience have paid off, with new menu items like the queso chicken sandwich and buffalo slaw sandwich driving interest. It's a combination of menu innovation, strategic site selection, exceptional customer experience and effective marketing that's attracting new customers and retaining their loyalty.

People nowadays crave new flavors, and Pollo Campero offers just that. Our commitment to customer service ensures that everyone who walks through our doors feels like part of the Campero family, not just a customer. That's been the brand's secret over the past few years.

Powills: Is franchising starting to unravel that secret now? Is it facing similar exposure challenges as the consumer base? 

Escarcega: Some might default to simpler brands. But now that we're front and center, is this changing the momentum for franchise buyers who are wondering where we've been all this time? They're surprised we treat them like family.

Surprisingly, we have franchisees who knew the brand before. Maybe they lived in California and relocated to North Carolina, Tennessee or Northern Georgia. So there's been quite a movement.

Pollo Campero has been in Southern California since 2002. Our first store there is still thriving today, and it’s one of our most successful locations. But as people move, they bring their interest in the brand to new states like [Tennessee], North Carolina, South Carolina, and Northern Georgia. We're also exploring expansion in other U.S. states.

There are many great brand stories that resonate with our franchise profile and community. People's eyes light up when I talk about Pollo Campero. They recognize me as the Campero guy, and there's always a story behind it. That's what makes the brand special.

Powills: You've been with the company for a long time and witnessed various phases of growth. Can you recall a time when you were more excited than now?

Escarcega: Absolutely. Our growth, strategy and recent restaurant openings have put us in an excellent position. Despite challenges like recessions and the pandemic, our momentum is stronger than ever — not only in the U.S., but globally. 

Brand awareness has increased significantly. People recognize it, whether it's a pilot, someone at the TSA line or community members. It's exciting to see. Our growth, strategy and operational success are very promising. We've seen tremendous momentum even amidst challenges like recessions and the pandemic.

Yes, they may know about the brand, but often lack intimate knowledge. That's where I come in, sharing the rich history of Pollo Campero, its humble beginnings, unique recipes and family ownership.

Our goal is to ensure freshness, maintaining it from our supplier to serving customers, just as we have for 53 years. We're ticking all the boxes, from vision and product differentiation to corporate support and expanding into new markets.

Powills: What do you expect in the next 12 months?

Escarcega: Continued growth. We have several openings scheduled, [and we’re] aiming for at least 25 units by year-end, with a focus on marketing and ensuring successful store openings. We're investing in both corporate and franchise growth, with openings planned in new markets like Minnesota, North Carolina, and Phoenix.

We're setting the stage for accelerated growth over the next few years, focusing on signing leases, developing a new prototype, and staying relevant in the digital age.

Watch the full interview here.