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The 2024 Datassential 500 Report, which examines the 500 largest multi-unit restaurants in the United States, revealed that those restaurants had sales of $417 billion in 2023 (an increase of 7.5 percent over 2022), and a total of 238,152 units (up about 2 percent). Mexican restaurant chains had an excellent showing in the report, appearing among the leaders in 9 of 13 categories.
The Mexican chain heavy hitters, Taco Bell and Chipotle, scored neared the top of the big categories: Taco Bell ranked 5th in overall units with 7,405 units and 4th in overall sales, at nearly $14 billion. Chipotle ranked 8th in overall sales, at nearly $10 billion.
In another big-picture category, Mexican limited-service restaurants (LSRs) overall ranked as the 5th fastest growing segment, at 3 percent growth. That was a slightly faster growth rate than chicken restaurants and nearly double the growth of pizza restaurants. Only salad, coffee and dessert chains grew at a faster clip. In terms of revenue growth, chicken outpaced Mexican by about 3 percentage points.
In the operating segment breakdown, Taco Bell was the 4th largest quick service chain by unit, and Chipotle was the 2nd largest in the fast casual segment. In the Casual & Fine Dining Segment, Plaza Azteca was the 7th fastest growing chain, followed immediately by El Torito Cantina Autentica at 8th and Torchy’s Tacos at 9th. Brazilian beef chain Fogo de Chao rounded out that category in the 10th position.
In a near shut-out, Mexican multi-unit restaurants did not do particularly well in the Consumer Perception rankings. No Mexican chain ranked among the top five in Food Quality, Service, Experience or “Net Promoter,” which is the answer to this question: “How likely would you be to recommend this chain to friends & family?”
The only Consumer Perception rankings Mexican restaurants placed in were the Affordability and Value for the Dollar categories. Pollo Tropical ranked 5th in the Affordability ranking; Del Taco ranked 5th in the Value for the Dollar ranking; and Café Rio ranked 2nd in Largest Gains in Value for the Dollar.
These rankings show that while Mexican multi-units are doing well overall, they could definitely improve in terms of what customers think about them. Affordability is important, of course, but quality Mexican multi-unit restaurants offer much more than value. Hopefully the 2025 report will include Mexican restaurants among the winners in all categories.
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