CONSUMER&

BRANDBrandKPIs

for

restaurant

chains:Chipotle

Mexican

Grill

in

the

UnitedStatesConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

ChipotleMexican

Grill’sperformance

inthe

restaurant

chainmarket.Fieldwork:June2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202481%

of

Chipotle

MexicanGrill

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??ChipotleMexican

Grill’s

brandingresonates

more?ChipotleMexican

Grill

ranksoutsidetheTop10

inwith

Gen

Zawareness

withintherestaurant

chainmarket?ChipotleMexican

Grill

generally

appealsto

women?Thepopularity

ratingof

ChipotleMexican

Grill

is

38%more

than

men?ChipotleMexican

Grill

ranksoutsidetheTop10

in?Among

ChipotleMexican

Grill

enthusiasts,39%

fallusageunderthe

high-income

category?Interms

of

loyalty,ChipotleMexican

Grill

isoutside?Consumers

want

theirrestaurant

chainbrandstohavefriendliness,

highvalue,and

honesty

/trustworthinessthe

Top

10

inthe

UnitedStates?ChipotleMexican

Grill

hasascore

of

27%

formediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Awarenessis

the

highest

scoring

KPI

forChipotle

MexicanGrill

at

87%Brand

profile:

snapshotBrand

performance

of

ChipotleMexican

GrillintheUnited

States87%81%38%30%27%AwarenessPopularityUsageLoyaltyBuzz5Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,080,

respondents

who

know

the

individual

brand

(popularity),

n=1,080,

respondentswho

know

the

individual

brand

(usage),

n=324,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,080,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Chipotle

Mexican

Grill’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations38%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeChipotleMexican

Grill

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatChipotleMexican

Grill

islikedby7%

of

Babyboomers

and

23%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is10%

and

29%,respectively.32%29%24%23%ForMillennials

andGen

Z,

38%

and

32%

feel

positivelytowards

ChipotleMexican

Grill,versus

37%

and

24%.Socurrently,

forChipotleMexican

Grill,

Gen

Zconnectsmost

with

theirbrandcompared

tothe

overall

industryuser.10%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestorestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=410,

Chipotle

Mexican

Grillenthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Chipotle

Mexican

Grill

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

ChipotleMexican

Grillshows

thatwomen

aremore

likely

tohaveanaffinity

with

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof10%89%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

ChipotleMexican

Grill

hasasimilar

proportion

of

LGBTQIA+50%50%54%54%

ofwomen

likeChipotleMexicanGrill

compared

to

46%

of

men,whereasfortheoverall

industry,50%

of

womenuserestaurant

chainscompared

to

50%of

men.88%consumers

when

compared

totheindustryusers

ingeneral.10%

ofChipotleMexican

Grillenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

10%

among

industryusersoverall.46%Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

restaurant

chains,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=410,

ChipotleMexican

Grillenthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Chipotle

MexicanGrill

enthusiasts,

39%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.23%26%Single33%34%32%39%13%15%CoupleSingleparentNuclear39%

ofChipotleMexican

Grillenthusiastsare

from

high-incomehouseholds.ChipotleMexican

Grill’sbrandisgenerally

enjoyed

more

byconsumerswho

arepartof

asingleparenthousehold,

12%

ofChipotleMexicanGrill

enthusiastshave

thiscurrent

livingsituation.12%11%22%22%36%Multi-generational7%5%15%15%ExtendedOther25%8%7%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=410,

Chipotle

Mexican

Grillenthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

restaurant

chain

brands

to

have

friendliness,

high

value,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

restaurant

chainbrandsForrestaurant

chains,the

topthreequalitiesusers

want

from

abrand

arefriendliness,

highvalue,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%ChipotleMexican

Grill

users

alsoappreciate

these

key

attributes,indicating

ChipotleMexican

Grill

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatChipotleMexican

Grillenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivityInnovationInclusivenessFriendlinessChipotleMexican

Grill

shouldwork

onpromoting

social

responsibility

toconvert

enthusiastsinto

owners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

restaurantchains,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;“When

it

comes

torestaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=324,

Chipotle

Mexican

Grill

users’,

n=410,

Chipotle

Mexican

Grillenthusiast,

n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Chipotle

MexicanGrill

fans,

45%

state

that

they

get

excited

aboutrestaurant

chainsBrand

profile:

attitudesWhat

doconsumersthink

ofrestaurant

chainsin

general?45%44%39%38%34%33%31%29%26%26%25%25%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

restaurant

chains

topicsrelating

torestaurant

chainsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

restaurantchains

do

youagreewith?”;

Multi

Pick;“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=410,

Chipotle

MexicanGrillenthusiast,n=1,178,

restaurantchain

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1181%

of

Chipotle

MexicanGrill

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

restaurant

chains,the

averageawareness

ofabrandinthe

United

Statesis91%.Awareness

ofChipotleMexican

Grill,however,

is

at87%.Awareness38%

ofU.S.

restaurant

chainusers

saythey

likeChipotleMexican

Grill,compared

toanindustryaverage

brand

popularity

of42%.BuzzPopularity30%

ofindustryusers

intheUnitedStatessaythey

useChipotleMexican

Grill,with

the

average

usageofabrandat33%.81%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

82%.ChipotleMexican

Grill

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

27%

compared

to26%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Restaurantchains

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,244,

all

respondents

(awareness),

n=1,080,

respondents

who

know

the

individual

brand

(popularity),

n=1,080,

respondentswho

know

the

individual

brand

(usage),

n=324,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,080,

respondentswho

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Chipotle

Mexican

Grill

ranks

outside

the

Top

10

in

awareness

within

therestaurant

chain

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofChipotle

Mexican

GrillRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1McDonald's97%96%96%95%95%95%94%94%93%92%13%2KFC3Burger

KingSubway45Taco

BellWendy'sUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Domino's

PizzaPizzaHutStarbucksApplebee's8Outofallrespondents,

87%

were

aware

of

ChipotleMexican

Grill.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.87%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,244,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Chipotle

MexicanGrillis

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofChipotle

Mexican

GrillRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McDonald's56%54%52%50%48%47%46%46%43%43%2Burger

KingChick-fil-ATaco

Bell338%4Outofconsumers

who

knew

thebrand,

38%

saidtheyliked

ChipotleMexican

Grill.

Thisranksthem

outsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.5Wendy's6Domino's

PizzaSubway62%78KFC9Applebee'sDunkin'

DonutsPopularityN/A1014

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=1,080,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Chipotle

Mexican

Grill

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofChipotle

Mexican

GrillRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

restaurantchains,which

of

the

following

brandshaveyouused

inthe

past12

months?”.1McDonald's2Burger

KingTacoBell52%30%344%Outofconsumers

who

knew

thebrand,

30%

saidtheyused

ChipotleMexican

Grill.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.4Chick-fil-AWendy's42%540%6Domino's

PizzaSubway40%739%70%8KFC35%9StarbucksDunkin'

Donuts32%UsageN/A1031%15

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;Base:

n=1,080,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Chipotle

MexicanGrill

is

outside

the

Top

10

in

the

UnitedStatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofChipotle

MexicanGrill’sconsumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1StarbucksWendy's19%286%3McDonald'sChick-fil-AKFC86%485%585%6Taco

BellSubway84%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

restaurant

chains,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.784%8PandaExpressPopeyes83%81%982%Outofrespondents

whohaveused

ChipotleMexicanGrill,81%

saidthey

would

usethebrandagain.LoyaltyN/A10Panera

Bread82%16

Notes:“When

it

comesto

restaurantchains,

which

ofthe

following

brands

are

youlikely

touse

againin

the

future?”;

Multi

Pick;Base:n=324,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Chipotle

Mexican

Grill

has

a

score

of

27%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofChipotle

MexicanGrillRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Burger

King2McDonald'sDomino's

PizzaChick-fil-A40%27%338%Outofconsumers

who

knew

thebrand,

27%

saidtheyhadheardaboutChipotleMexican

Grill

inthemedia.Thisranksthemninth

compared

toother

brandssurveyed

inthismarket.437%5Applebee'sTaco

Bell33%629%7Arby's28%73%8Dunkin'

DonutsChipotle

MexicanGrillSubway27%927%BuzzN/A1027%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,080,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.