Fast-casual chicken franchise Pollo Campero has proven itself to be a power player in the international food service industry, having established 85-plus U.S. locations and another 270 around the world. Now, with a new strategy to reach 250 U.S. locations open by 2026, Pollo Campero is set to become one of the most dominant players in the $40.6 billion fast-food chicken franchise segment. The brand is leveraging a proven business model, loyal fanbase and experienced leadership team to attract multi-unit, multi-brand franchisees in markets around the country. 

1851 Franchise spoke with Pollo Campero Managing Director and COO LJ Rodas to hear more about this strategic growth plan.

1851: What initiatives is Pollo Campero taking to attract franchisees/grow around the U.S.?

Rodas: For one, Blas Escarcega was promoted to director of franchise development. He has been with us since 2007, primarily as the Director of Finance, but he is the one that knows the brand and has the passion. He knows where Pollo is coming from and where Campero is going. That was the first strategic step. We didn't want to bring anyone in from the outside because, while there are many great executives, for us, the key is to have someone that knows the brand and knows where we want to take it and most importantly, has the love and passion for the brand.

Number two, we’ve defined which markets we want to enter and when. That makes the process easier. Let’s say we are not going to access Washington State yet. So if we get any requests in that market, it's easy for us to say, “No, that's not open yet.” We don’t have to waste anyone’s time. In the markets we have strategically chosen, we are promoting the franchise through PR, communication, trade shows, etc. We want to let those markets know that we have the opportunities. The good news is that every day we are getting more and more requests for the Pollo Campero franchise.

1851: How does the brand’s Central American heritage help with growth in the U.S.? 

Rodas: When we opened in 2002, that was exactly what we were looking for: the heritage, the legacy. If the brand had a reputation in the area, those were the places where we wanted to put a Campero. That was the strategy up until recently. 

Now, there is a new generation of Guatemalans and Salvadorians who were born in the United States. So, they don't really have that heritage or that legacy with Campero anymore. They know the brand, but they don't have that strong connection, because they are not from those countries.

That's a very important part of the reason why we are cross-overing the brand. That's why we have been opening restaurants in many different markets, regardless of whether we have that heritage or not. 

For example, we just opened two restaurants in Manhattan. Those are not in legacy or heritage markets. We're going to open a store in a couple of months in Fisherman's Wharf in San Francisco, and in Orlando near Disney. So, heritage is not the only target anymore. Of course, we still love to pamper our legacy customers, because they are the base of the business, but they are not the consumers that are going to be taking Campero to the next level.

1851: Are there specific areas Pollo Campero is looking to grow in the U.S. and why?

Rodas: First, we are targeting markets where we already have franchise stores — Georgia, Minnesota, Oklahoma, North Carolina and South Carolina. It doesn't mean that the growth needs to be with the same franchise group. We are also looking to grow with new franchise investors in those markets. 

Second, we’ve decided to open a couple of new markets — Arizona, Colorado, Utah and the south of Texas. The opportunity in those markets is huge. We already know that. We have lots of consumers from Guatemala and El Salvador, but also the kind of demographics that those markets have is the kind of demographics that we are looking for. At the end of the day, if we sell franchise agreements, they open franchise stores and they are successful, that's the best advertising or marketing that we can have in a new market. 

Also, the supply chain is currently covered in those markets. So, it's easier to open Campero restaurants in those markets, versus going to places in, let's say, North Dakota, where we don't have a supply chain established yet. 

1851: How many units in the US are expected to open in 2023? 

Rodas: In 2023, there are going to be 28 stores added, most of which are corporate stores for now. In the future, we plan to target around 35 units added per year. And eventually, in two or three years, that number should be split 50/50 between corporate and franchise locations. 

Right now, we already have a strong pipeline for corporate stores. But we're in the process of signing different leases. We already signed one for franchise stores in Phoenix, and we are very close to signing another one in Georgia. In one to two years, we hope to be opening around 15 to 20 franchise stores per year. 

1851: Are there any other ways Pollo Campero is strategically growing in 2023?

Rodas: We also are working on introducing new products. We are most famous for our traditional fried chicken, but a couple of years ago, we launched the Campero sandwich, which has been performing great. Now, we are going to have a bigger sandwich family on the menu. We are also in the process of analyzing which stores it makes sense to add a breakfast menu, as that is something that our customers have been asking for. In Guatemala and El Salvador, we do breakfast and it is very successful. 

We are also in the process of speeding up our drive-thru, which is already very, very fast. Our average transaction time is 2 minutes and 30 seconds on average, but we are working on a digital drive-thru with artificial intelligence to speed up the process of ordering even more.

And last but not least, we are also in the process of renewing our POS system, which is going to be stronger and more aligned with the growth plans we have. 

1851: Why is now a great time to invest with Pollo Campero? 

Rodas: It's the moment when the party is starting. We're setting everything up for the big party. Once a brand has 1,000 to 1,500 locations, the party is about to end or all the great spots are already taken. In our case, it is only the beginning. There are huge markets where customers are screaming for a Campero. The wave is starting to grow. If you take the wave in that moment, it will take you up, versus once you are at the very top and you want to join, it may be too late.

We have been growing every year since 2017. Even in 2020, when the pandemic hit, every single year has been a record for us. That is because there is so much opportunity to bring Pollo Campero to new markets. So, this is the moment to join the party.

Initial investments range from $1,287,250 – $2,491,500*. For more information, visit https://camperofranchise.com/.

*To see the brand’s full reported financials, please reference Pollo Campero’s Franchise Disclosure Document (updated June 7, 2021). 

ABOUT POLLO CAMPERO:

Pollo Campero is a fast-casual restaurant chain focused on delighting guests with better chicken offerings. Through its flavor and quality, Pollo Campero offers a unique and convenient feel-good eating experience for individual, group/family and catering occasions. Chicken entrees can be ordered either Campero Fried or Citrus-Grilled, bone-in or boneless and paired with an array of fresh sides, drinks and desserts for a complete meal. Pollo Campero started as a small family-owned restaurant in Guatemala in 1971 and has grown into one of the biggest chicken chains in the world.