LOUISVILLE, Colo. -- Taco Bueno has topped the Mexican category in Market Force Information’s latest survey of America’s favorite quick-service restaurant (QSR) chains, beating out Chipotle and Qdoba, which tied for first in 2015.
The survey of more than 10,000 consumers looks at four food categories—pizza, Mexican, chicken and sandwiches—to reveal their dining habits, brand preferences and use of technology to order and pay.
This was the first time Taco Bueno earned enough votes to qualify for Market Force’s QSR study.
Following Taco Bueno, Chipotle ranked second and Rubio’s Fresh Mexican Grill—another newcomer—ranked third. Qdoba and El Pollo Loco rounded out the top five.
Although the favorite, Taco Bueno only ranked first in one area—value for the money, a category in which Del Taco was a close second and Qdoba was last out of the brands studied. Chipotle and Rubio’s outperformed others in food quality, and Rubio’s also excelled in atmosphere, cleanliness and friendliness. Diners think Chipotle offers the healthiest options, followed by El Pollo Loco. Taco Cabana ranked lowest of the chains studied in friendliness, speed and cleanliness.
Other Mexican category highlights:
- 18% visited a Mexican chain at least five times in the previous 90 days, a significant drop from 2015 when 14% were visiting at least 10 times every 90 days.
- 20% brought children on their visit.
- Baja Fresh had the most new trials.
- Qdoba led in loyalty card awareness—63% know they offer one.
- 45% have downloaded a Mexican food chain’s app.
- Taco Bell has the greatest awareness for its mobile app—35% know of it.
The survey was conducted online in January 2016 across the United States. The pool of 10,477 respondents represented a cross-section of the four U.S. census regions; 51% reported household incomes of more than $50,000 a year. Respondents’ ages ranged from 18 to over 65. Approximately 68% were women and 32% were men.
Louisville, Colo.-based Market Force asked participants to rate their satisfaction with their most recent QSR experience, and their likelihood to refer that restaurant to others. It averaged the results to attain a Composite Loyalty Index score. It only analyzed chains that received at least 100 votes.
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