Franchise Times: With New U.S. Growth Push, Pollo Campero Looks to Capture Chicken Demand

Pollo Campero, the Central American chicken franchise with over 80 units in the U.S. and nearly 400 internationally, is honing in on the U.S. as it continues to grow. With plans to invest $190 million in growth over the next five years, the concept is on track to grow its presence in the States, bringing its one-of-a-kind chicken to new markets and loyal, legacy guests.

“People in Central America and those that migrate to the U.S. just love the brand,” Blas Escarcega, director of franchise development for Pollo Campero told Franchise Times. “They love the brand because it brings up memories of family gatherings and celebrations because we’re the place families have gone to celebrate.”

As it grows, Escarcega said Pollo Campero is looking to tap into both markets with high concentrations of Hispanic populations who may already know and love the brand as well as other broader markets, leveraging the ongoing demand for chicken concepts.

While it offers a trusty go-to — chicken meals — Pollo Campero elevates its offerings by leveraging a chicken recipe that has been passed down for decades. With this technique, Pollo Campero chicken is marinated in a special blend of spices that leaves the meat tender and flavorful to the bone.

“We’ve proven that we can compete, and when it comes to the market for chicken, there’s a big demand for it,” said Escarcega. “When it comes to breaking into that market, we think there’s enough space for us.”

The nearly $200 million investment in the growth strategy will be focused on driving corporate growth and other support methods, ensuring all needs are met and the team is able to appropriately facilitate the development efforts.

The franchisor is also focused on increasing its brand awareness with both prospective franchisees and guests, leveraging marketing, road shows and other franchise-centric events.