5/8/07- It’s almost a grass roots effort, but Pollo Campero is moving in- fast- to the United States and beyond. It’s got the brand name recognition and flavors of home, the millions of Hispanic immigrants living in the U.S. remember. And now, I just got wind there’s a new Pollo Campero in my hometown of San Antonio on Fredericksburg Rd. Perfect!
Those folks at Pollo Campero have their system of U.S. penetration down. And it’s doing this not by just catering to Hispanos.
Campero also focuses on Anglo clients. It offers different fried chicken combos which can be specified in dark or light meat options. (Hispanics oftentimes like dark meat…Anglos tend to like the white meat.) Also, last year after 5 years of operation in the U.S., it realized it needed a more sophisticated logo for the U.S. market. So it hired the Advance Design Ctr. Of Dallas to redo its U.S. logo.
Now Campero is a Guatemalan-origin fried chicken restaurant, but it doesn’t forget its Central American neighbors. Smart. You can find regional side orders from El Salvador, Nicaragua, Honduras, Costa Rica, Mexico, and Ecuador. The other day I visit one in Chicago, and had just a flan and coffee. Delicious.
Next for Campero? World domination. It’s rolling out stores in Europe and Asia.
So what about Kentucky Fried, Church’s, Popeye’s etc.? Well they still have their Hispanic fans, but the Campero chain is definitely eroding the base…in areas where there is a choice i.e. Campero vs. a competitor. While Popeye's and others are good...there's nothing like the foods one grew up with.
My 1st generation immigrant friends have always especially enjoyed Popeye’s as a favorite. Popeye’s has a chance to compete with Campero due to its spicy chicken, which draws Hispanic’s fiery food trained taste buds. Also, the rice and beans are flavorful and are definitely up to compete with Campero’s side dishes. Of course, Popeye’s will always lack the extra’s like platanos fritos, yucca, Horchata drink, Tamarindo drink, tropical ice cream flavors etc.
My bet is on Pollo Campero.