El Pollo Loco Market Analysis: Warwick Rhode Island

Paper Summary:

This paper discusses the fast food industry in the USA in general and presents a market analysis of El Pollo Loco - an outlet specializing in flame grilled chicken -on Warwick Rhode Island. It present various strategies as to how to expand the business, concluding that El Pollo Loco can continue to expand into the New England area while reducing costs.

Outline:
Industry Overview
Target Market
Table 1: Warwick Population
Table 2: Warwick Economic Characteristics
Location
Competitive Strategy

From the Paper:

"Finally, trends in the fast food industry and certainly in the US population as a whole reveal an ideal market opportunity for a fast food competitor with El Pollo Loco's format. El Pollo Loco specializes in a flame grilled chicken format with an assortment of healthy and fresh side dishes such as salads and soups ("Overview"). This makes its particular health conscious format ideal in the current market. The fast food industry has received substantial criticism over the past several years regarding its unhealthy characteristics and links to childhood obesity (Case pars.1-7). El Pollo Loco's menu choices and core ingredient are healthy and low fat in character giving the company a distinct marketing advantage to expand into the New England area and particularly into the city of Warwick."

Sample of Sources Used:

• Case, Tony. "Fast Food." Adweek, 48/18(2007).
• "El Pollo Loco Adds Tech to Control Supply Chain." Nation's Restaurant News, 41/24(2007): 18.
• "Fast Food Industry Profile: United States." Datamonitor, Oct.(2005): 1-20.
• Frumkin Paul. "Chicken Chains Hatch Plan's to Battle the Effects of Margin-Busting Gas, Commodity and Labor Costs." Nation's Restaurant News, 41/26(2007): 114-18.
• "Overview." El Pollo Loco Corporate Website (online). Sept. 17, 2007<http://www.elpolloloco.com/company/factsheet.html>.

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