Pollo Campero inks deal for Wal-Mart locationsPollo Campero inks deal for Wal-Mart locations

Ron Ruggless

DALLAS Pollo Campero quick-service restaurants in the United States, has signed an agreement with Wal-Mart Stores Inc. to begin opening outlets in the retailer’s stores in 2008. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Breaking into the Wal-Mart foodservice universe gives Pollo Campero a potentially lucrative toehold in a system that reportedly hosts more than 1,400 Subway sandwich outlets, more than 1,000 McDonald’s units and branches of the Dunkin’ Donuts, Blimpie and Stewart’s Original Root Beer chains. Wal-Mart itself reportedly generated $356 million in U.S. foodservice revenues last year from its proprietary snack bars. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Pollo Campero joins a roster of brands whose fastest-growing member is Subway, which is known to have expanded to its current Wal-Mart presence in just three years, compared with McDonald’s 10-year alliance with the retailer. As of September, it was reported that Subway this year had added 105 Wal-Mart locations, versus McDonald’s 34 new big-box branches. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Dallas-based Campero USA, for its part, is expressing great enthusiasm about Pollo Campero’s new alliance with the world’s largest retailer. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

“We are extremely excited about the relationship between Campero and Wal-Mart,” said Roberto Denegri, president and chief operating officer of Campero USA. “The relationship with Wal-Mart gives us an unprecedented opportunity for a wide variety of people to indulge in our distinctive menu.” —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Linda Brown Blakley, senior director of communications for Bentonville, Ark.-based Wal-Mart Stores, said: “Pollo Campero has developed a successful formula and we anticipate a great response from our customers. We have not yet taken final decisions on which stores will include these restaurants.” —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Pollo Campero’s landlord-tenant agreement currently covers just Wal-Mart stores, but not the retailer’s Supercenters, Neighborhood Markets and Sam’s Club branches. Details of the pact were not disclosed. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

The retail giant has been increasing its commitment to the Latin American community, said Gisel Ruiz, vice president and regional general manager for Wal-Mart Stores U.S. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

“Our customers today come from many different backgrounds and all walks of life,” she said. “Many are Latin-American, and they are among our fastest-growing markets.” —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Pollo Campero’s fried-chicken restaurants operate in 11 countries. The chain was founded in 1971 in Guatemala, and now also has branches in El Salvador, Honduras, Nicaragua, Ecuador, Peru and Mexico, as well as its U.S. outlets. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Juan José Gutiérrez, president and chief executive of Pollo Campero in Guatemala, said, “The loyalty of our employees and of our customers, the loyalty to our product and to our brand, has been fundamental to the Pollo Campero success.” —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Since garnering extraordinarily high customer volumes with the opening of first U.S. restaurant in Los Angeles in April 2002, the chain has spread eastward. In the past month, Qdoba Mexican Grill franchisee Chair 5 signed a deal with Campero to open five units in an area that includes the northern Boston suburbs of Chelsea, East Boston, Lynn and Rever. Chair 5 principal Jeff Ackerman said the company’s first Pollo Campero is expected to open next spring. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

Pollo Campero is noted for its festive, bright yellow and orange decor and upbeat music. A staff “ambassador” visits each table to welcome guests, offer condiments and serve after-dinner mints. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36

The chain’s signature chicken is injected with a marinade and lightly breaded before frying. Among the available sides are beans, spicy rice, French fries, coleslaw and mashed potatoes. Latin-flavored drink options include horchata—made from nuts, cinnamon and rice—and tamarindo, made with tamarind fruit. —Campero USA Corp., the affiliate of the 260-unit Guatemalan-based chicken chain that has 36