News

Fast casual chains grew fastest among limited-service Mexican restaurants

December 2, 2009

• The Top 50 limited-service Mexican chains' sales grew by 5 percent to almost $11.2 billion in 2008, while units increased to 10,655, up 1.7 percent.
• U.S. systemwide sales for the limited-service Mexican industry increased by 3.6 percent to more that $12 billion, while total units grew by 0.6 percent, down from a three-year high of 3 percent in 2007. Many operators shifted their focus away from expansion and towards creating stronger, more relevant brands that meet the needs of today's consumers.
• Taco Bell, Chipotle Mexican Grill and Del Taco led the Top 50 in sales, with $6.2 billion, $1.3 billion and $560 million, respectively, and were unit growth leaders as well.
• The fast casual subsegment's sales leaders were Chipotle Mexican Grill, Qdoba Mexican Grill ($447 million) and Moe's Southwest Grill ($350 million), with growth rates of 20.7 percent, 17.8 percent and 15.9 percent respectively.
• California-based QSR chain Chronic Tacos was the fastest growing chain in terms of percentage of sales and unit growth. Through its value-oriented, made-to-order authentic Mexican offerings, the chain increased sales by 75 percent while doubling its unit count.