A Career Built on Tenacity and Turnarounds (Image Credits: Unsplash)
San Diego – Liz Williams, CEO of El Pollo Loco, prepares to offer operators candid advice at the Restaurant Franchising & Innovation Summit 2026, drawing from her extensive career and the chain’s revitalization efforts.[1][2]
A Career Built on Tenacity and Turnarounds
Liz Williams started her professional journey with a paper route in Lincoln, Nebraska, before entering the restaurant world as a server at Cheddar’s Scratch Kitchen in Des Moines, Iowa.[1] She later honed her skills at Dell Technologies in sales, marketing, and finance roles, followed by six years at Boston Consulting Group in consumer and retail practices.[3]
Williams spent over a decade at Yum! Brands, rising to Global Chief Financial Officer of Taco Bell and then President of Taco Bell International, where she oversaw strategy, growth, and performance across 30 countries.[3] She played a key role in reversing the brand’s fortunes around 2010, a feat she ranks among her proudest achievements: “Being a part of the team that was able to turn that brand around in such a major way is one of the things I’m most proud of.”[1]
Her path continued as a four-time CEO, leading Drybar Holdings, Hart House, and Outfox Hospitality/Foxtrot before taking the helm at El Pollo Loco in March 2024.[4] Williams holds a bachelor’s degree from the University of Texas and an MBA from Northwestern’s Kellogg School of Management.[3]
Revamping Operations with a Five-Part Plan
Two months into her tenure, Williams unveiled a comprehensive strategy to boost sales, cut costs, and fuel expansion.[5] The plan sharpened the brand’s focus on fire-grilled chicken and Mexican flavors, enhanced hospitality through better training and equipment like salsa prep tools and kiosks, and prioritized digital tools including a loyalty program overhaul and drive-thru automation.[5]
Efforts also targeted unit economics by trimming expenses without sacrificing quality, alongside redesigned prototypes to lower build costs from $2.2 million.[5] These steps lifted restaurant margins to 17.6% in early 2024 and supported same-store sales growth.[5] Williams emphasized methodical execution: “We’re doing them methodically to ensure it does not impact our high quality foods or the guest’s experience.”[5]
- Brand positioning via marketing and innovation.
- Hospitality improvements for speed and service.
- Digital investments like kiosks and apps.
- Cost controls for stronger margins.
- New unit development with incentives.
Eyeing National Expansion Amid Evolving Trends
El Pollo Loco now operates over 500 units across eight states, with entry into a ninth underway, as Williams pushes for nationwide presence.[6] The chain plans to nearly double its development pace in 2026, leveraging improved margins nearing 20%, higher average unit volumes over $2.2 million, and innovations like burrito bowls and quesadillas alongside signature bone-in chicken.[6][7]
Williams critiques heavy discounting as unsustainable, advocating value through quality, portion sizes, and experience instead.[1] She highlights fresh, citrus-marinated, fire-grilled chicken as a differentiator in the booming chicken and Mexican flavor categories: “We are the OG when it comes to Cooking Fresh in our restaurants.”[7] At the March 16-18 summit, she joins the “Taps & Tactics” panel for unfiltered operator guidance.[1]
Key Takeaways
- Williams’ turnaround expertise positions El Pollo Loco for doubled 2026 growth.[6]
- Sustainable value trumps discounts, emphasizing fresh food and service.
- Robust operations and digital tools underpin national ambitions.
El Pollo Loco stands poised for broader appeal under Williams’ leadership, blending heritage with innovation to claim a larger market share. What strategies will define franchising success in 2026? Share your thoughts in the comments.
