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In the Battle for Best Fast Casual Mexican Restaurant, Moe's Southwest Grill Surpasses Chipotle in Latest Poll
Harris Poll measures knowledge, opinions, behavior and motivation of the general public
It's been a tough year for Chipotle as Moe's Southwest Grill has continued to gain market share against its competition. And the latest news from Fast Casual only furthers this conclusion after Moe's was named Brand of the Year, Fast Casual Mexican Restaurant, in the Harris Poll's 28th EquiTrend Rankings.
The Harris Poll is one of the longest running surveys measuring public opinion in the U.S. The poll measures the knowledge, opinions, behaviors and motivations of the general public. This year, more than 97,000 consumers evaluated more than 3,800 brands in 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, vice president of brand solutions at Nielsen, which owns The Harris Poll.
Since Chipotle's E.coli outbreak in October 2015, public perception of the brand has been down and sales have dipped because of it. The study from The Harris Poll showed Moe's had one of the largest brand equity increases (+13 percent) over a three-year period.
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About the Author
Nick Powills
FollowNick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.
