Industry News | October 11, 2011
Pollo Campero Debuts Modern Design, Expanded Menu
In a bold move by the world’s largest Latin chicken restaurant chain, internationally famous Pollo Campero today announced a modern iteration of its world class brand. Designed with the U.S. consumer in mind, the never-before-seen Pollo Campero restaurants will debut in the Houston area later this month.
The company will begin opening initial locations in the fourth quarter with the first restaurant opening in Webster, followed by a location on Washington Ave. and a third slated for Missouri City, Texas. Each location will be 2,380 square feet.
“America’s palate is evolving,” says Roberto Denegri, president, Pollo Campero USA. “The richness of our Latin American heritage coupled with in-depth customer research confirms our belief that the timing is right for a Latin concept that invites all Americans to experience new Latin flavors and tastes, in addition to our famous chicken that has made us so popular in Guatemala, El Salvador, and in other places around the world.”
Pollo Campero conducted extensive consumer research and careful planning of its new restaurant model with Interbrand Design Forum, one of the world’s leading brand and design consultancies partnering on the initiative.
Denegri says the exciting new direction is a salute to Pollo Campero’s 40-year history and the flavors that made the brand a beloved household name.
“The new design, expanded menu, and service model is built on our own Latin authenticity with the objective of fulfilling our nationwide expansion goals in the U.S.,” Denegri explains.
In 1971, Pollo Campero began selling its famous chicken from its first location in Guatemala. The local, family-owned restaurant instantly found favor with consumers and quickly spread to neighboring El Salvador, where the restaurant chain built a loyal following. Central to the chain’s success to date is the secret family recipe for its marinated and hand-breaded fried chicken and its flavorful grilled chicken seasoned with a combination of Peruvian spices. As an increasing number of customers fell in love with the restaurant, the authentic concept spread to other countries around the world, including the United States.
“We have a strategic presence throughout several major American cities,” Denegri explains. “Now, Houston signals a new chapter in our brand’s rich heritage and how we plan to grow Pollo Campero in the U.S. We are beloved by consumers who already know us; and we believe this modern iteration of our concept will make us more accessible to a wider range of consumers across America.”
Denegri says that Pollo Campero’s famous fried and grilled chicken will remain stars of the menu, hand prepared exactly the same way it is made every day in Latin America. Plus, you can still find the signature Latin drinks like Horchata and Latin sides like sweet plantains or Yuca. But in a strategic move to win consumers in the U.S., the menu will offer a larger selection of empanadas, tacos, salads, and hot pressed sandwiches, all inspired by traditional Latin recipes.
Every menu item is full of Latin flavors and will be priced competitively with other American fast-casual restaurants with prices averaging $6-10 for individual meals. According to Denegri, Pollo Campero’s fresh salsa bar will still be at the centerpiece of the restaurant’s layout.
“The salsa bar, made fresh daily, and the open kitchen, where you can see your dishes being prepared, are at the centerpiece of our evolved design,” he says.
Service is fast casual with restaurant employees delivering the food to each table once the order is ready. The restaurant design will also feature a comfortable patio for outdoor seating, “inviting people to slow down and enjoy our Latin dining experience,” Denegri says.
“We are excited to carry our brand forward here in the U.S.,” Denegri says. “Our vision is to grow Pollo Campero throughout the U.S. and invite everyone to be part of the Pollo Campero customer family.”
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