Matt Curtis's questions to El Pollo Loco Holdings Inc (LOCO) leadership • Q2 2025
Question
Matt Curtis from William Blair questioned whether the new menu items have driven a discernible transaction lift or caused a trade-off on average ticket. He also asked for color on the initial reaction to the brand relaunch, particularly in the core Los Angeles market.
Answer
CEO Liz Williams stated that the company is seeing increased frequency from existing customers and is also attracting new customers, attributing this to a combination of innovation, operational improvements, and value offers. Regarding the rebrand, she described it as part of a successful mix that is driving an uptick in new customers, but believes its full impact will build over time as more restaurants are remodeled and marketing efforts continue.