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LOCO 
El Pollo Loco Holdings Inc (LOCO)
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Upturn Advisory Summary
01/09/2026: LOCO (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
5 Analysts rated it
Limited analyst coverage, niche firm, research info may be scarce.
1 Year Target Price $14.17
1 Year Target Price $14.17
| 2 | Strong Buy |
| 0 | Buy |
| 3 | Hold |
| 0 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit -18.33% | Avg. Invested days 42 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  1.0 | Stock Returns Performance  1.0 |
| Profits based on simulation | Last Close 01/09/2026 |
Key Highlights
Company Size Small-Cap Stock | Market Capitalization 328.45M USD | Price to earnings Ratio 12.44 | 1Y Target Price 14.17 |
Price to earnings Ratio 12.44 | 1Y Target Price 14.17 | ||
Volume (30-day avg) 5 | Beta 0.88 | 52 Weeks Range 8.29 - 12.65 | Updated Date 01/9/2026 |
52 Weeks Range 8.29 - 12.65 | Updated Date 01/9/2026 | ||
Dividends yield (FY) - | Basic EPS (TTM) 0.88 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Earnings Date
Report Date - | When - | Estimate - | Actual - |
Profitability
Profit Margin 5.39% | Operating Margin (TTM) 9.76% |
Management Effectiveness
Return on Assets (TTM) 4.5% | Return on Equity (TTM) 9.63% |
Valuation
Trailing PE 12.44 | Forward PE 14.03 | Enterprise Value 569475538 | Price to Sales(TTM) 0.68 |
Enterprise Value 569475538 | Price to Sales(TTM) 0.68 | ||
Enterprise Value to Revenue 1.18 | Enterprise Value to EBITDA 10.07 | Shares Outstanding 29954935 | Shares Floating 23129404 |
Shares Outstanding 29954935 | Shares Floating 23129404 | ||
Percent Insiders 2.89 | Percent Institutions 92.27 |
Upturn AI SWOT
El Pollo Loco Holdings Inc
Company Overview
History and Background
El Pollo Loco Holdings Inc. was founded in 1980 by Paco and Maria Lizarraga in Los Angeles, California, with the concept of selling fresh, flame-grilled chicken. The company expanded rapidly throughout the 1980s. In 1999, El Pollo Loco was acquired by American Wild Wings, Inc. In 2005, Trimaran Capital Partners, a private equity firm, acquired El Pollo Loco from its previous parent. In 2010, El Pollo Loco Holdings, Inc. became a publicly traded company under the ticker symbol LOCO. The company has since focused on expanding its franchise model and menu innovation.
Core Business Areas
- Restaurant Operations: El Pollo Loco operates and franchises a chain of fast-casual restaurants specializing in marinated, fire-grilled chicken. Its core offering is its signature citrus-marinated chicken, prepared in its restaurants daily.
- Franchising: A significant portion of El Pollo Loco's business model involves franchising its restaurants to independent owners, providing them with operational support, marketing, and supply chain management.
Leadership and Structure
El Pollo Loco Holdings, Inc. is led by a management team and overseen by a Board of Directors. Key leadership roles include the Chief Executive Officer, Chief Financial Officer, and other executive officers responsible for operations, marketing, and development.
Top Products and Market Share
Key Offerings
- Description: The signature product is whole chicken, cut into halves or quarters, and marinated in a proprietary blend of citrus and spices, then flame-grilled. This forms the basis of various menu items including chicken plates, tacos, burritos, and bowls. Competitors include: Popeyes Louisiana Kitchen, KFC, Chick-fil-A, and other fast-casual Mexican or grilled chicken concepts.
- Product Name: Flame-Grilled Chicken (Half Chicken, Quarter Chicken, Tacos, Burritos, Bowls)
- Description: These are popular handheld items featuring the signature grilled chicken, often combined with fresh ingredients and salsas. Competitors include: Taco Bell, Chipotle Mexican Grill, Qdoba, and other fast-casual Mexican chains.
- Product Name: Chicken Tacos and Burritos
- Description: Healthier options that offer the grilled chicken with a choice of grains, vegetables, and toppings. Competitors include: Chipotle Mexican Grill, Cava, Sweetgreen, and other fast-casual healthy eating establishments.
- Product Name: Chicken Bowls and Salads
Market Dynamics
Industry Overview
The fast-casual restaurant industry is highly competitive, driven by consumer demand for convenient, high-quality food at a reasonable price. Key trends include a focus on fresh ingredients, healthier options, digital ordering and delivery, and unique flavor profiles. The chicken segment of the QSR/fast-casual market is particularly robust.
Positioning
El Pollo Loco positions itself as a healthier, more flavorful alternative to traditional fried chicken fast-food chains, emphasizing its 'Tastes Like Chicken, Only Better' slogan. Its unique selling proposition is its authentic, fire-grilled chicken marinated in fresh citrus. Its competitive advantages include its distinctive flavor profile, focus on fresh preparation, and a strong presence in key West Coast markets.
Total Addressable Market (TAM)
The US fast-casual restaurant market is valued in the hundreds of billions of dollars annually. El Pollo Loco operates within the broader quick-service and fast-casual dining segment, specifically focusing on chicken and Mexican-inspired offerings. While precise TAM figures for El Pollo Loco's niche are dynamic, its positioning is within a substantial and growing segment. The company aims to capture a meaningful share through its differentiated product and expansion strategies.
Upturn SWOT Analysis
Strengths
- Unique, proprietary flame-grilled chicken recipe with a distinct flavor profile.
- Strong brand recognition, particularly in its core West Coast markets.
- Focus on fresh ingredients and healthier preparation methods compared to many competitors.
- Established franchise model allowing for scalability and expansion.
- Loyal customer base.
Weaknesses
- Geographic concentration of restaurants, primarily in California, making it vulnerable to regional economic downturns or competitive pressures.
- Limited menu variety compared to some broader fast-casual concepts.
- Challenges in replicating consistent brand experience across a large franchise network.
- Brand awareness can be lower in non-core geographic areas.
- Reliance on a few key suppliers.
Opportunities
- Expansion into new geographic markets, both domestically and potentially internationally.
- Menu innovation and introduction of new limited-time offers (LTOs) to drive traffic and cater to evolving consumer tastes.
- Leveraging technology for enhanced digital ordering, delivery, and loyalty programs.
- Growing demand for healthier, grilled protein options.
- Strategic partnerships and collaborations to increase brand visibility.
Threats
- Intense competition from established national chains and emerging fast-casual concepts.
- Rising labor and food costs impacting profitability.
- Changes in consumer preferences and dietary trends.
- Economic downturns affecting consumer discretionary spending on dining out.
- Food safety concerns and potential supply chain disruptions.
Competitors and Market Share
Key Competitors
- Restaurant Brands International (RBI) - Popeyes Louisiana Kitchen (LOCO)
- Yum! Brands, Inc. (YUM) - KFC (LOCO)
- Chick-fil-A, Inc. (Private) (LOCO)
- McDonald's Corporation (MCD) (indirect competitor for chicken offerings)
Competitive Landscape
El Pollo Loco faces intense competition from larger, well-established players like KFC and Popeyes, which have broader national presence and significant marketing budgets. Chick-fil-A is a dominant force with a strong brand reputation for quality and service. El Pollo Loco's advantage lies in its unique grilled chicken flavor and its focus on fresh, citrus-marinated offerings, appealing to a segment of consumers seeking healthier alternatives. However, its smaller scale and geographic concentration present challenges in competing with the reach and resources of its larger rivals.
Growth Trajectory and Initiatives
Historical Growth: El Pollo Loco has experienced periods of growth, particularly in its early years and following its IPO. Growth has been driven by new store openings (company-owned and franchised) and same-store sales increases. The company has also faced challenges and periods of slower growth due to market saturation and competition.
Future Projections: Analyst projections for El Pollo Loco's future growth typically focus on same-store sales growth, new unit development (especially through franchising), and initiatives to improve profitability and operational efficiency. Projections will vary and should be sourced from reputable financial analysis firms.
Recent Initiatives: Recent initiatives often include menu refreshes, promotional offers, enhancements to digital ordering and delivery platforms, marketing campaigns to boost brand awareness, and efforts to optimize the supply chain and operational costs. The company has been focusing on driving traffic and improving the customer experience.
Summary
El Pollo Loco Holdings Inc. is a fast-casual restaurant chain with a distinctively flavored grilled chicken offering, particularly strong in West Coast markets. Its core strengths lie in its unique product and fresh preparation. However, it faces significant competition from larger players and a need to expand its geographic footprint. Opportunities exist in menu innovation and digital growth, but threats from rising costs and evolving consumer preferences require careful management.
Similar Stocks
Sources and Disclaimers
Data Sources:
- Company Investor Relations Filings (e.g., 10-K, 10-Q)
- Financial News Websites (e.g., Yahoo Finance, Bloomberg)
- Industry Research Reports
Disclaimers:
This analysis is based on publicly available information and is intended for informational purposes only. It does not constitute financial advice. Market share data is an estimate and may vary based on the source and methodology. Investors should conduct their own due diligence before making any investment decisions.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About El Pollo Loco Holdings Inc
Exchange NASDAQ | Headquaters Costa Mesa, CA, United States | ||
IPO Launch date 2014-07-25 | CEO - | ||
Sector Consumer Cyclical | Industry Restaurants | Full time employees 4143 | Website https://www.elpolloloco.com |
Full time employees 4143 | Website https://www.elpolloloco.com | ||
El Pollo Loco Holdings, Inc., through its subsidiary, El Pollo Loco, Inc., develops, franchises, licenses, and operates quick-service restaurants under the El Pollo Loco name. The company operates and franchises restaurants located in California, Nevada, Arizona, Texas, Colorado, Utah, and Louisiana. It also licenses its brand to restaurants in the Philippines. The company was formerly known as Chicken Acquisition Corp. and changed its name to El Pollo Loco Holdings, Inc. in April 2014. El Pollo Loco Holdings, Inc. was founded in 1975 and is headquartered in Costa Mesa, California.
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