Overview

• Portillo’s reduced its 2025 new-restaurant plan from 12 to 8 and now expects same-store sales to decline about 1% to 1.5% for the year.
• The company is discontinuing its Chicago-area breakfast pilot to simplify operations and refocus on lunch and dinner service.
• Management is shifting toward smaller and takeout-focused formats to lower build costs, with a goal of under $5 million per restaurant by 2026.
• Underperformance in Texas tied to low brand awareness is prompting increased marketing, while Florida and Arizona have fared better, according to analysts.
• Portillo’s named Denise Lauer chief marketing officer effective Sept. 22, and shares fell nearly 7% after the guidance cut and strategy update.