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New CEO pegs El Pollo Loco success on ‘owning’ L.A. Mex categoryNew CEO pegs El Pollo Loco success on ‘owning’ L.A. Mex category

Larry Roberts takes brand’s helm permanently and outlines initiatives

Ron Ruggless, Senior Editor

March 11, 2022

4 Min Read
El Pollo Loco Q4 2021
El Pollo Loco looks to "owning our lane" of the grilled L.A. Mex category, the newly named permanent CEO Larry Roberts says.El Pollo Loco Holdings Inc.

As El Pollo Loco Holdings Inc. sees pandemic impacts easing, the newly named permanent CEO Laurance "Larry" Roberts Thursday outlined pillars for the brand’s success during a fourth-quarter earnings call.

The Costa Mesa, Calif.-based brand announced Roberts appointment Thursday as it released earnings for 2021. Roberts will continue to serve as chief financial officer while the company conducts a search for his successor in that role, which he had held since 2013.

“While the current environment has its challenges,” Roberts told analysts, “I believe the positioning of the brand is very strong, and I'm extremely excited about the initiatives we're implementing to strengthen the business further, as well as capture the company's long-term gro...

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About the Author

Ron Ruggless

Senior Editor, Nation’s Restaurant News / Restaurant Hospitality

Ron Ruggless serves as a senior editor for Informa Connect’s Nation’s Restaurant News (NRN.com) and Restaurant Hospitality (Restaurant-Hospitality.com) online and print platforms. He joined NRN in 1992 after working 10 years in various roles at the Dallas Times Herald newspaper, including restaurant critic, assistant business editor, food editor and lifestyle editor. He also edited several printings of the Zagat Dining Guide for Dallas-Fort Worth, and his articles and photographs have appeared in Food & Wine, Food Network and Self magazines. 

Ron Ruggless’ areas of expertise include foodservice mergers, acquisitions, operations, supply chain, research and development and marketing. 

Ron Ruggless is a frequent moderator and panelist at industry events ranging from the Multi-Unit Foodservice Operators (MUFSO) conference to RestaurantSpaces, the Council of Hospitality and Restaurant Trainers, the National Restaurant Association’s Marketing Executives Group, local restaurant associations and the Horeca Professional Expo in Madrid, Spain.

Ron Ruggless’ experience:

Regional and Senior Editor, Informa Connect’s Nation’s Restaurant News and Restaurant Hospitality (1992 to present)

Features Editor – Dallas Times Herald (1989-1991)

Restaurant Critic and Food Editor – Dallas Times Herald (1987-1988)

Editing Roles – Dallas Times Herald (1982-1987)

Editing Roles – Charlotte (N.C.) Observer (1980-1982)

Editing Roles – Omaha (Neb.) World-Herald (1978-1980)

Email: [email protected]

Social media:

Twitter@RonRuggless

LinkedIn: www.linkedin.com/in/ronruggless

Instagram: @RonRuggless

TikTok: @RonRuggless

 

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