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Moe's Southwest Grill unseats Chipotle as best fast casual Mexican brand

Moe's also boasted one of the largest brand equity increases (+13 percent) over a three-year period.

April 20, 2016

Moe's Southwest Grill is literally giving Chipotle a run for its money. The smaller brand unseated Chipotle as Brand of the Year, Fast Casual Mexican Restaurant, in The  Harris Poll annual Brand of the Year awards.

The poll recognizes the strongest brands based on consumer response, and Chipotle has held the honor in its category since 2013.

Moe's also achieved one of the largest brand equity increases (+13 percent) over a three-year period, according to Harris, which measures brands' health based on familiarity, quality and purchase consideration. This year, more than 97,000 U.S. consumers assessed more than 3,800 brands across nearly 500 categories.

"Consumers form impressions of brands long before they ever use them, based on their perceptions and what they may know from trusted sources," said Joan Sinopoli, VP of brand solutions at Nielsen, which owns The Harris Poll. "This  high-level  equity is the gateway to eventual purchase; it also helps to protect brands from the consequences of an occasional misstep. The strength of a company's brand equity can havedirect business and financial outcomes."

Other limited-service restaurants taking brand of the year honors included: 

• Burger restaurant: In-N-Out Burger (second consecutive year)
• Chicken restaurant: Chick-fil-A (third consecutive year)
• Coffee & quick service restaurant: Dunkin' Donuts (reclaiming from Krispy Kreme)
• Pizza chain: Pizza Hut (fourth consecutive year)
• Sandwich shop: Subway (sixth consecutive year)