The No. 1 and 2 brands could not be more different in this segment. Taco Bell officials call them “sales layers,” the departures from business-as-usual for the Big Tamale of Yum! Brands’ portfolio. The chain bid for the health-minded by trumpeting a Drive-Thru Diet Menu and, more recently, it’s expanded tests of breakfast and tinkered with a do-it-yourself taco bar that feeds four for $14.99. Management hints that more menu departures may be on the way.

On the other hand, there’s Chipotle, where about every fourth new restaurant this year will feature the A Model format, designed specifically for Tier 2 trade areas. Translation: It’s going after not-so-perfect sites with a smaller, lower-cost prototype. That thrust will lower the average cost per restaurant to $800,000 from $900,000. Meanwhile, the burrito specialist is investigating in an expansion of its sales day by testing breakfast, starting with an airport location.