El Pollo Loco Appointed COO, Added Seasonal Items
Restaurant operators can study the chain's strategy for executive recruitment and menu expansion to drive afternoon traffic.
Updated on Sept. 29, 2026 in People
Live Poll
Do you prefer fast food menus that change frequently with the seasons?
El Pollo Loco has appointed Damon Thomas as its new chief operating officer and introduced a new lineup of seasonal menu items. The changes follow a strategy to broaden the company's customer appeal and capture the afternoon snacking daypart.
Why it matters
The company is utilizing targeted menu innovation and executive leadership changes to refine its operational focus. These moves aim to diversify product offerings during off-peak hours, a common challenge for fast-casual operators looking to boost sales.
Damon Thomas joins as chief operating officer with an annual base salary of $425,000 and a 75% target cash bonus opportunity. The expansion includes three new seasonal menu items launched across participating locations.
The players
El Pollo Loco
A publicly traded fast-casual restaurant chain known for its signature citrus-marinated fire-grilled chicken.
Damon Thomas
The newly appointed chief operating officer who will report directly to the CEO.
Liz Williams
The chief executive officer of El Pollo Loco who maintains oversight of company operations and executive leadership.
The details
The new COO, Damon Thomas, will report directly to CEO Liz Williams to help steer operational performance. Simultaneously, the chain is rolling out items like a Caramel Apple ChataCoffee and Pumpkin Pie Mini Churros specifically designed to improve store-level traffic during the afternoon daypart. The menu strategy focuses on bundling these limited-time offerings to attract both loyal customers and new demographics.
Timeline
Early August 2026: Company earnings call was held.
Week of September 29, 2026: Damon Thomas assumed his role as chief operating officer.
Market Landscape
This move follows the documented industry pattern of using beverage-led innovation to capitalize on the afternoon snacking period. The appointment marks a leadership shift aimed at maintaining competitive positioning as the chain scales its seasonal product strategy.
Operators should monitor how the integration of new beverages affects afternoon transaction volume and labor requirements. Consider evaluating whether your own menu can accommodate limited-time, low-prep additions that cater to snack-seeking customers.
The takeaway
The strategy centers on using menu innovation to address specific gaps in store-level traffic. Operators should track the success of these daypart-focused launches as a potential template for their own upcoming seasonal menu planning.
Further reading
For more on industry hiring trends, visit the People section.
Source note: This article includes information reported by Nation's Restaurant News.
Live Poll
Do you prefer fast food menus that change frequently with the seasons?
