Blas Escarcega, VP of Franchise of Pollo Campero, discusses how the brand harnessed the power of tourism, to open in high-traffic, tourist-friendly areas to boost brand visibility and create memorable experiences for guests.
Pollo Campero, a leading Central American chicken franchise, has made a name for itself in the U.S. by offering unique flavors and taking a distinctive approach to real estate development. We’ve harnessed the power of tourism, strategically opening restaurants in high-traffic, tourist-friendly areas to boost brand visibility and create memorable experiences for guests.
With over 115 locations now in the U.S.,Pollo Campero’s expansion planrevolves around key hubs that cater to both tourists and local populations. By focusing on destinations where foot traffic is abundant, we maximize exposure to new customers who may not otherwise encounter the brand. This approach is crucial for growth, as it puts us in front of a diverse range of potential guests, many of whom may share their experiences far beyond the immediate location.
One of the primary goals behind targeting high-traffic areas is to build lasting brand awareness. Locations such asFisherman’s Wharf in San Francisco,Miami Gardensand prominent neighborhoods inNew York Cityhave allowed the brand to do just that. These are areas where foot traffic is constant, whether from tourists exploring the city or locals looking for a familiar place to dine. In either case, the high volume of people in these areas gives us a prime opportunity to capture attention and turn first-time visitors into loyal customers.
AtPollo Campero, we carefully scout these tourist-heavy markets, prioritizing locations that offer excellent visibility and accessibility. This often means competing for prime real estate, which can be challenging, but our commitment to securing the best possible sites is unwavering. The Pollo Campero team looks for locations where the franchise can stand out — whether it’s a storefront in a bustling city center or a highly visible spot near major tourist attractions.
The benefits of this strategy are clear. By positioning restaurants in areas with high foot traffic, we have been able to capitalize on spontaneous dining decisions. Tourists exploring a new city are often drawn to new food experiences, and Pollo Campero’s bold, inviting restaurant design plays a significant role in attracting attention. The lighting, spacious interiors, and welcoming atmosphere create an environment where guests feel comfortable and excited to try something new. These locations serve as gateways for the brand to introduce its Central American flavors to a broader audience.
Beyond aesthetics, our real estate strategy is supported by its ability to adapt to the unique characteristics of each market. In tourist-heavy cities like San Francisco, for example, there are often historic building restrictions, which can limit the ability to fully implement the brand’s modern prototype. However, Pollo Campero has made it a priority to integrate as many elements of its signature design as possible, even in these constrained environments. Whether it’s adapting the layout to fit the space or tailoring the exterior to blend with the local architectural style, the brand remains committed to ensuring each restaurant reflects its core identity.
The impact of opening in these high-traffic tourist hubs goes beyond just immediate foot traffic. We’ve seen increased media coverage, which further boosts its visibility. The combination of prime real estate, a strong brand presence and the buzz created by new openings has generated significant interest from prospective franchisees. The brand’s reputation as a destination dining option has spread, and we continue to see strong sales volume in these key locations.
For tourists, dining at Pollo Campero offers a taste of Central American hospitality and flavors, an experience they often carry back to their home cities. This exposure is also critical to our expansion strategy, as we rely on word-of-mouth and repeat visits to sustain growth.
Overall, our ability to balance our commitment to prime real estate with flexibility in adapting to various market conditions sets us apart in the fast casual restaurant industry. As we grow, we will remain focused on strategically selecting sites that align with our vision of high visibility, guest accessibility and community engagement.
