Revamping Brand Strategies: The Evolution of El Pollo Loco and Biglari Holdings
Explore the innovative strategies adopted by El Pollo Loco and Biglari Holdings to enhance market presence and brand perception.
Photo by Michaël Hanssen on Unsplash
Photo by Michaël Hanssen on Unsplash
Market Positioning and Strategic Initiatives
El Pollo Loco's recent sales growth, driven primarily by pricing strategies impacting check size, highlights the importance of continuous market positioning. CEO Liz Williams' strategic five-part plan, focusing on digital touchpoints and cost-effective franchise development, signals a proactive approach towards enhancing the brand's competitive edge. The emphasis on remodeling efforts based on a new prototype design reflects a commitment to modernization and customer experience.
Franchise Expansion and Unit Growth
The slow yet steady unit growth of El Pollo Loco over the past years, in comparison to the decline in units by Biglari's Steak ‘n Shake, underlines the significance of strategic expansion. While maintaining profitability is crucial, scaling the brand through franchise development is essential for long-term sustainability. El Pollo Loco's unit growth trajectory showcases a strategic balance between expansion and operational efficiency.
Innovative Marketing Tactics and Brand Image
Biglari Holdings' unconventional marketing gimmicks, such as the use of beef tallow in cooking, exemplify a novel approach to brand differentiation. The visit by a prominent public figure like U.S. Secretary of Health and Human Services and the ensuing media attention demonstrate the power of unique marketing strategies in reshaping brand perception. However, balancing these gimmicks with maintaining a positive brand image is critical for long-term success.
