R&I’s 2007 Consumers’ Choice in Chains Awards: Mexican

Special Report: R&I’s 2007 Consumers’ Choice in Chains Awards: Mexican

By Staff -- Restaurants & Institutions, 9/15/2007

Baja Fresh Mexican Grill
Headquarters: Thousand Oaks, CA
President: James Walker
Units: 298
Average check: Not available
R&I Top 400 Chains rank: 102
Respondents aware of chain: 89%
Respondents who visited in previous 12 months: 27%
STRENGTHS: Food quality is Baja Fresh Mexican Grill’s strong suit, and the chain receives category-best ratings from every age group and both genders. Millennial customers heap the most praise, with 89% rating the chain’s food a 4 or 5. The fast-casual chain’s service also rates well with its customers.
WEAKNESS: Return intent is lowest among customers ages 26 or younger.

On The Border
Headquarters: Dallas
President: David Orenstein
Units: 151
Average check: $13.34
R&I Top 400 Chains rank: 79
Respondents aware of chain: 30%
Respondents who visited in previous 12 months: 6%
STRENGTHS: The casual-dining chain boasts a category-best rating for menu variety. Older customers help that rating: 70% of baby boomers and 85% of matures rate it a 4 or 5 on this attribute. The chain’s rating for atmosphere is highest among customers ages 27 to 41.
WEAKNESS: Only 45% of male customers rate On The Border a 4 or 5 for value.

Chipotle
Headquarters: Denver
Chairman-CEO: Steve Ells
Units: 640
Average check: Not available
R&I Top 400 Chains rank: 49
Respondents aware of chain: 89%
Respondents who visited in previous 12 months: 27%
STRENGTHS: High food quality is one of Chipotle’s key selling points, and customers between the ages of 26 and 41 give the chain its highest rating on this attribute. This demographic also has the most loyal customers, with 91% of them saying they plan to return.
WEAKNESS: Millennials’ rating for food quality is good, but significantly below the rating given by Gen X customers.king to improve its price/value standing with offers such as its lower-price No Worries Wednesday specials.

How Mexican Chains Stack Up With Consumers