Restaurant Franchising & Innovation Summit
Liz Williams, CEO of El Pollo Loco, shares a take a look at her profession, her achievements and trade 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 shall be a speaker on the upcoming Restaurant Franchising & Innovation Summit, which takes place on March 16-18, 2026, in San Diego, California. She shall be a panelist on the “Faucets & Techniques: Leaders’ Uncorked Recommendation for Operators” session.
We thought it will be enjoyable to get to know Williams a bit higher forward of her look at RFIS.
Describe your present function.
As CEO of El Pollo Loco I am answerable for setting the general strategic route of the model, constructing an ideal group and guaranteeing the model’s long-term success. This consists of collaborating with the Board of Administrators on enterprise goals and translating these right into a strategic imaginative and prescient that drives our progress, operational, monetary, advertising and other people/tradition methods.
What was your first-ever profession function and what’s one essential lesson you discovered from it?
You may hint my first job again to a paper route in Lincoln, Nebraska; nevertheless, my first restaurant function was as a server at Cheddar’s Scratch Kitchen in Des Moines, Iowa. I discovered that the significance of onerous work, being an ideal teammate and all the time giving my finest would set me up for fulfillment.
What impressed you to work in your trade?
I like the folks interplay and repair parts that include our trade. The power to attach with folks and to make part of their day higher by means of a scrumptious meal and nice service.
What do you get pleasure from most about your present function?
This may increasingly sound cliché, however the folks. The management group that I work with conjures up and challenges me each day in ways in which actually 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. Now we have a few of the finest within the enterprise at El Pollo Loco.
What’s a typical false impression folks have about what you do?
Due to my function, generally folks assume that I’ve the entire solutions. I’ve undoubtedly seen and skilled so much, however I additionally depend on my group and my broader community to repeatedly study and problem myself to seek out new options.
What’s one profession achievement you are most happy with?
It might be onerous 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 at present. In 2010, across the time I joined the corporate, the model was actually struggling and had a reasonably large hill to climb when it comes to client notion and model affinity. The group that they put collectively over there was actually phenomenal. By way of purposeful 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 obtained it executed. Being part of the group that was capable of flip that model round in such a serious method is likely one of the issues I am most happy with.
What trade traits do you assume are presently over-hyped and why?
I am not a fan of deep discounting and repeatedly slashing costs. In the event you discover a solution to do a $7 deal, a competitor goes to return again with a $5 deal, then $4, then $3 and there is not any finish to the cycle since you’re pressured to maintain undercutting the competitors. It truly is only a race to the underside and it is not a long-term, sustainable enterprise technique. There are methods to supply worth past a low value level, whether or not or not it’s high quality of meals or abundance or perhaps a nice expertise – all of these issues are priceless to customers at a good value. At El Pollo Loco we actually focus every single day on totally different and distinctive methods our model can ship worth to our clients.
What recommendation would you give to somebody simply beginning out in your trade?
Do not be afraid to roll up your sleeves and tackle any problem that comes your method. Many people on this trade 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 ability. It truly is superb that on this trade you may go from operations to advertising to finance, for instance if you happen to present curiosity and are a superb performer.
In the event you weren’t working in your present area, what would you be doing as an alternative?
I do not assume you may graduate from a university in Texas and never grow to be a soccer fan. I actually get pleasure from watching and attending faculty soccer video games — particularly College of Texas Longhorns! I’m additionally a mother with two youngsters and so I get pleasure from spending time with them on the lacrosse sidelines, attending live shows or touring collectively.
Are you concerned in any charitable organizations that you simply wish to inform folks about?
I’ve all the time been an enormous advocate and supporter of CASA, Courtroom Appointed Particular Advocates, and prior to now served on the board of administrators f.or Orange County. There is no such thing as a higher 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 wish to inform folks about your self or your organization/group?
El Pollo Loco is an unbelievable model with great progress forward. The management group that we have constructed boasts a few of the deepest trade expertise and experience of any model. We have spent the final couple of years going again to the basics and getting the inspiration proper. Now that we’ve got that baseline re-established, we’re able to develop. Now we 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 is no such thing as a cause that El Pollo Loco cannot be a nationwide, and even worldwide, model and I am dedicated to taking this model to that subsequent stage.
