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.
| Segment Rank |
2010 QSR 50 Rank |
Chain | U.S. Systemwide Sales ’09 (millions) |
U.S. Average Annual Sales Per Unit ’09 (Thousands) |
Franchised/ Licensed Units ’09 |
Company- Owned Units ’09 |
Total Units ’09 |
| Mexican | |||||||
| 1 | 6 | Taco Bell2 | $6,800.0 | $1,229.0 | 4,308 | 1,296 | 5,604 |
| 2 | 21 | Chipotle | $1,500.0 | $1,728.0 | 0 | 956 | 956 |
| 3 | 37 | Del Taco | $568.0 | $1,100.0 | 231 | 287 | 518 |
| 4 | 46 | Qdoba | $434.8 | $905.0 | 353 | 157 | 510 |
| 5 | 53 | Moe’s Southwest Grill* | $321.2 | $895.0 | 401 | 4 | 405 |
| 6 | 58 | Baja Fresh Mexican Grill* | $300.0 | $1,070.0 | 135 | 135 | 270 |
| 7 | 60 | Taco John’s* | $277.5 | $1,350.0 | 410 | 10 | 420 |
| 8 | 64 | Taco Bueno | $201.3 | $1,100.0 | 24 | 162 | 186 |
