The chain has been named "brand of the year" in the Harris Poll's category of fast-casual Mexican restaurants, unseating Chipotle, which took the top prize for the last three years but failed to even make the top four in 2016. Moe's Southwest Grill has unseated Chipotle as fast casual Mexican restaurant "Brand of the Year," according to an annual Harris Poll. Moe's, which is owned by the same company that operates shopping mall mainstays Auntie Anne's and Cinnabon, claimed the "Brand of the Year" title for fast casual Mexican restaurants for the first time, while Chipotle fell hard. 1 pick for the past three years, it's now ranked below not only Moe's but Taco Bell, Qdoba and Baja Fresh. Harris Poll surveyed more than 97,000 U.S. consumers for their thoughts on more than 3,800 brands, including more than 60 restaurants. Moe’s showed the largest increase in brand equity (13 percent) among all restaurants measured, and demonstrates one of the largest equity increases across all brands assessed, which is significant given the tendency for equity to resist rapid movement.
– A faltering Chipotle has stumbled yet again, this time losing its place as the No. 1 casual, fast Mexican restaurant to a chain that has about a third the number of eateries as Chipotle, USA Today reports. With more than 650 restaurants to Chipotle's 1,900-plus, Moe's Southwest Grill is now the new king of that particular category, according to a Harris Poll survey that queried nearly 100,000 consumers on more than 3,800 brands (including about 60 restaurants). And Chipotle, in the top spot for three years running before it fell victim to a slew of recent food-safety issues, didn't merely drop to second place—it plummeted to fifth, behind Taco Bell, Qdoba, and Baja Fresh. Competition in the category has been fierce, with Mexican eateries all trying to one-up each other in serving up healthier menu items with more selection. USA Today notes that Moe's is especially known for the ample variety of ingredients used to create build-your-own tacos, burritos, and other fare. But it's almost as if Chipotle gave up, debuting few new menu items and taking a halfhearted approach to alerting consumers to steps it's taken to address the hundreds of illnesses—the New York Post helpfully documents the norovirus, E. coli, and salmonella count—that have resulted from chowing down its food. "I just don't think they did enough to convince customers that Chipotle food was safe to eat," an equity research analyst tells USA Today. Plus, Moe's made sure to capitalize on Chipotle's woes, taking out a full-page ad in USA Today on Feb. 8, for instance, reminding everyone its restaurants were open—Chipotle shut down that day to review food-safety protocol with staff, Eater notes. "Moe’s [now] has an opportunity to continue to convert that brand equity into restaurant visits, closing the visitation gap with Chipotle," the CEO of analytics company Placed Insights tells USA Today. (Next up for Chipotle: burgers?)