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Pollo Campero sees strong opportunity for U.S. expansion
September 3, 2009
Pollo Compero, which got its start in Latin America, has plans to become one of the top-50 U.S. quick service restaurant brands with 300 stores by 2014.
"Despite the high level of competition, the U.S. market is extremely attractive to Pollo Campero," said Roberto Denegri, Campero USA president and chief operations officer. "For decades, the United States has exported its successful quick-service brands around the world. Now, foreign restaurant chains like Pollo Campero are making serious inroads into the United States with new flavors."
Long considered a Latin American treasure with more than 300 locations in 12 countries around the world, Pollo Campero opened its first U.S. restaurant in 2002. Since then, it has opened more than 50 U.S. restaurants and established a U.S. headquarters in Dallas. With a list of franchisees waiting to open new restaurants, Campero plans to close 2009 with approximately 60 U.S. stores.
Beginning Sept. 8, new television and radio ads will tout the chain's "Flavor You Can't Campero," all in an effort to show Americans how fresh and flavorful foods from Pollo Campero will exceed their expectations about quick-service chicken.
Appeal of authentic flavors
The demand for Pollo Campero is reaching the mainstream and appealing to an increasingly diverse American population. When stores have opened in cities like Boston and Los Angeles, Pollo Campero fans have lined up for hours to experience their first taste of Latin chicken on U.S. soil. Now, the company's Latin twist on fried and grilled chicken, unique side dishes and Latin drinks is winning the taste buds of Americans from all ethnic backgrounds.
Pollo Campero's chicken is marinated, sending the distinctive Campero flavor all the way to the bone. Its fried chicken is hand-breaded in seasoned flour and slowly pressure-cooked without trans-fats and is available on the bone, in sandwiches, bowls, burritos or in boneless strips. The chain's grilled chicken features the taste of lime and orange juices, red bell peppers and a proprietary blend of Latin herbs and spices. It is available on the bone, in sandwiches, bowls, burritos and in Caesar salads.
Side dishes include a mix of Latin and traditional American dishes, including Campero beans, black beans and white rice, yuca fries, sweet plantains, cole slaw, french fries and mashed potatoes. Customers can choose from soft drinks, iced tea or specialty Latin drinks including horchata and tamarindo.
At Campero, customers dine in the Latin family style, gathered around a table spread with a complete Latin meal and set with real plates and silverware. Or, if they prefer, the food is available to go.
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