Restaurant Franchising & Innovation Summit
Liz Williams, CEO of El Pollo Loco, shares a take a look at her profession, her achievements and business traits forward of her look on the Restaurant Franchising & Innovation Summit 2026.
Picture: Willie Lawless/ Networld Media Group
February 20, 2026
Right now, we’re shining a highlight on Liz Williams, CEO of El Pollo Loco. Williams might be a speaker on the upcoming Restaurant Franchising & Innovation Summit, which takes place on March 16-18, 2026, in San Diego, California. She might be a panelist on the “Faucets & Ways: Leaders’ Uncorked Recommendation for Operators” session.
We thought it could be enjoyable to get to know Williams a bit higher forward of her look at RFIS.
Describe your present position.
As CEO of El Pollo Loco I am liable for setting the general strategic route of the model, constructing a fantastic workforce and guaranteeing the model’s long-term success. This consists of collaborating with the Board of Administrators on enterprise aims and translating these right into a strategic imaginative and prescient that drives our progress, operational, monetary, advertising and marketing and folks/tradition methods.
What was your first-ever profession position and what’s one vital lesson you realized from it?
You possibly can hint my first job again to a paper route in Lincoln, Nebraska; nevertheless, my first restaurant position was as a server at Cheddar’s Scratch Kitchen in Des Moines, Iowa. I realized that the significance of exhausting work, being a fantastic teammate and all the time giving my finest would set me up for achievement.
What impressed you to work in your business?
I like the individuals interplay and repair parts that include our business. The power to attach with individuals and to make part of their day higher by way of a scrumptious meal and nice service.
What do you take pleasure in most about your present position?
This will likely sound cliché, however the individuals. The management workforce that I work with evokes and challenges me each day in ways in which really enhance the model. Mix that with the dedication, loyalty and work ethic our franchise companions and restaurant groups have, and it truly is a profitable mixture. We now have among the finest within the enterprise at El Pollo Loco.
What’s a typical false impression individuals have about what you do?
Due to my position, generally individuals assume that I’ve all the solutions. I’ve positively seen and skilled rather a lot, however I additionally depend on my workforce and my broader community to repeatedly be taught and problem myself to search out new options.
What’s one profession achievement you are most pleased with?
It could be exhausting for a few of our Gen Z viewers to imagine, however there was a time when Taco Bell wasn’t the cool, cultural icon that it’s as we speak. In 2010, across the time I joined the corporate, the model was actually struggling and had a fairly large hill to climb by way of shopper notion and model affinity. The workforce that they put collectively over there was really phenomenal. When it comes to practical excellence, synergies created throughout departments, and dedication to getting it proper for the model, it was lightning in a bottle. It wasn’t simple and it definitely did not occur in a single day, however all of us dug in and received it performed. Being part of the workforce that was capable of flip that model round in such a serious method is without doubt one of the issues I am most pleased with.
What business traits do you suppose are at present over-hyped and why?
I am not a fan of deep discounting and repeatedly slashing costs. In case you discover a option to do a $7 deal, a competitor goes to return again with a $5 deal, then $4, then $3 and there isn’t any finish to the cycle since you’re compelled to maintain undercutting the competitors. It truly is only a race to the underside and it isn’t a long-term, sustainable enterprise technique. There are methods to supply worth past a low value level, whether or not it’s high quality of meals or abundance or perhaps a nice expertise – all of these issues are worthwhile to customers at a good value. At El Pollo Loco we actually focus daily on completely different and distinctive methods our model can ship worth to our clients.
What recommendation would you give to somebody simply beginning out in your business?
Do not be afraid to roll up your sleeves and tackle any problem that comes your method. Many people on this business began in a single space and have been capable of develop into others as a result of they raised their hand after which devoted themselves to studying a brand new talent. It truly is superb that on this business you’ll be able to go from operations to advertising and marketing to finance, for instance when you present curiosity and are a superb performer.
In case you weren’t working in your present subject, what would you be doing as a substitute?
I do not suppose you’ll be able to graduate from a school in Texas and never turn into a soccer fan. I actually take pleasure in watching and attending faculty soccer video games — particularly College of Texas Longhorns! I’m additionally a mother with two youngsters and so I take pleasure in spending time with them on the lacrosse sidelines, attending live shows or touring collectively.
Are you concerned in any charitable organizations that you just want to inform individuals about?
I’ve all the time been an enormous advocate and supporter of CASA, Court docket Appointed Particular Advocates, and up to now served on the board of administrators f.or Orange County. There isn’t any better legacy than serving to youth, particularly those that have been uncared for, deserted or abused. I imagine within the mission of supporting the particular advocates that assist these youngsters.
Is there anything you want to inform individuals about your self or your organization/group?
El Pollo Loco is an unbelievable model with super progress forward. The management workforce that we have constructed boasts among the deepest business expertise and experience of any model. We have spent the final couple of years going again to the basics and getting the muse proper. Now that we’ve got that baseline re-established, we’re able to develop. We now have essentially the most scrumptious meals, from our tried-and-true particular person and household hen meals to newer meals improvements like our burrito bowls and quesadillas. There isn’t any cause that El Pollo Loco cannot be a nationwide, and even worldwide, model and I am dedicated to taking this model to that subsequent degree.
