El Pollo Loco Trademarks

El Pollo Loco, Spanish for “The Crazy Chicken,” is the name of two independently-run restaurant chains that sell Mexican-style grilled chicken. Juan Francisco Ochoa founded both companies, the first location being in Guasave, Sinaloa, Mexico.

The chain expanded to the U.S. in 1980 before Ochoa sold the American operation in 1983, while keeping the Mexican restaurants. The two companies have since operated in non-overlapping global territories and offer different fares.

Let’s look at the company’s history, the different fares offered in Mexico and the U.S., and its trademarks.

El Pollo Loco Company History

Ochoa opened the first El Pollo Loco restaurant on January 6, 1974, in Guasave, Sinaloa. The first location was at the roadside, with only ten tables. Ochoa started the business with a working capital of 15 thousand pesos, working together with his wife in the restaurant.

Ochoa’s wife was responsible for creating the fruit-based marinade that would be used to coat the chicken for several hours before grilling.

The first day of operations was a huge success. Within a few hours, they’d sold out all 43 chickens.

Ochoa’s brother quit his job and joined the business three years after it was launched, opening the company’s second location in San Luis Potosi. Ochoa’s other brothers and sisters quickly joined in, which only increased the number of locations in operation.

Ochoa’s siblings opened and operated new locations, including Morelia, Guadalajara, Saltillo, and Monterrey.

By the end of 1979, five years after starting the business, Ochoa had 85 restaurants in 20 cities across Northern Mexico. Many of these locations were operated by family and close friends.

During this time, Ochoa thought of expanding into the north into the United States. he had previously visited. The first U.S. location came shortly after in 1980, with Ochoa opening an El Pollo Loco restaurant on Alvarado Street, Los Angeles.

The first U.S. location was strategic since it had an influx of Sinaloa immigrants.

In the early 1980s, the company expanded rapidly on both sides of the international borders. However, managerial issues saw the company accumulate $3 million in debt. Ochoa had to sell his properties outside Mexico to cover the accruing debt.

In September 1983, Ochoa sold the 19 El Pollo Loco U.S. locations to Denny’s for about $12.6 million. All these locations were located in Southern California. Ochoa retained the 92 El Pollo Loco locations in Mexico.

Denny’s promised in the sale agreement to help Ochoa open new locations in untried Mexican locations. However, in 2004, the Mexican company sued the American corporation for not fulfilling the end of their bargain.

Litigation for the case took three years, and the U.S. Federal Court found the American Corporation in breach of the agreement and ordered a $22 million settlement in damages. The court further ordered that the “El Pollo Loco” trademark and intellectual property within Mexico should be transferred to the Mexican company.

The American-owned El Pollo Loco continued to expand within California and Texas. The majority of the new locations were franchisee-owned and operated. In 1987, El Pollo Loco, which had grown to 70 locations, was acquired by TW Services, when it purchased parent company, Denny’s, for $218 million.

In 1990, the 200^th El Pollo Loco location was opened and by 1995 the chain earned its place in the Guinness Book of World Records for building the world’s largest burrito.

By 1999, the U.S.-based El Pollo Loco had grown to 274 locations. That same year, it would be purchased by American Securities Capital Partners for $114 million. Six years later, it was sold again, this time to Trimaran Capital Partners for $400 million.

The restaurant chain would continue its expansion across the U.S., opening a location in Massachusetts in May 2008. By July 2014, the chain would become a publicly traded company. El Pollo Loco continues its expansion, with the first Colorado-based location to be opened in 2022.

El Pollo Loco Mexican and American Fare

The Mexican El Pollo Loco chain has kept its menu simple and focused purely on grilled chicken. The company also avoided standard Mexican-American fare such as tacos, enchiladas, burritos, and quesadillas until March 2021.

Between March and September 2021, the company added quesadillas and burritos to its menu, making its offering closer to the American company.

The American El Pollo Loco chain still primarily prepares Mexican chicken entrees. According to the company, its chicken is “citrus-marinated and fire-grilled.” It serves a more expansive menu featuring Mexican-American foods such as burritos, tacos, quesadillas, and enchiladas.

El Pollo Loco Trademarks

El Pollo Loco has obtained or sought federal trademark registration for over 30 trademarks. Some of the most notable ones include “THE CRAZY CHICKEN,” “LOCO REWARDS,” and “AIR LOCO.”

On May 10, 1983, El Pollo Loco obtained federal trademark registration for “THE CRAZY CHICKEN.” The company uses the trademark for its prepared chicken with or without a batter coating, consumed on or off the premises.

El Pollo Loco also obtained federal trademark registration for “LOCO REWARDS” on July 3, 2018, and it uses the trademark for arranging and conducting incentive reward programs that promote the sale of restaurant services.