Customers' most-craved tacos
By Dora Meza, Lizzy Freier and Michelle Zalesny on Jul. 11, 2017Consumers can hanker for tacos with corn or flour tortillas, soft or hard shells, varied cheese types, and numerous veggies and protein options. But what craveability factors truly make a taco that encourages guests to return? (Hint: You don't have to be a Mexican concept to offer a craveable taco.)
Read on to uncover the 10 chains that recent customers say offer the most craveable tacos out of the leading brands surveyed for Technomic’s Consumer Brand Metrics. The chains are ranked in reverse order by the percentage of recent diners who say that concept's tacos are craveworthy and one of a kind.
10. Chipotle Mexican Grill
Score: 5.8%
About 6% of recent consumers crave the tacos at Chipotle, which come in crispy, soft corn and soft flour varieties. Though no specific type stands out, many consumers pointed to variety as the reason they find Chipotle’s tacos desirable. Carnitas, barbacoa and sofritas (shredded tofu braised with chipotle chilies, roasted poblanos and spices) particularly received high mentions as craveable protein options. One consumer even voiced affection for the “special chicken spices,” which derive from a smoky chipotle pepper adobo sauce.
9. Qdoba Mexican Eats
Score: 8.2%
More than 8% of recent customers say they can’t get their Qdoba taco fix anywhere else. Consumers specifically pointed to the fast-casual chain’s Knockout Tacos as craveworthy, particularly its Triple Threat Taco, which features grilled steak, bacon, three-cheese queso, fajita veggies, pico de gallo and cotija cheese. Also receiving multiple mentions was the Drunken Yardbird Knockout Taco, featuring tequila-lime chicken, guacamole, salsa verde, cilantro, minced onion and cotija cheese, with one consumer saying he has even “tried to recreate it at home.”
The chain’s three-cheese queso and hand-mashed guacamole were called out as craveable add-ons (both are available at no additional cost), as well as its various salsas.
8. On The Border Mexican Grill & Cantina
Score: 10.2%
More than one-tenth of recent customers say the tacos at On The Border Mexican Grill & Cantina are a craveable item they can get at only that brand. Many pointed to the casual-dining Mexican chain’s Southwest Chicken Taco—filled with mesquite-grilled chicken, creamy red chili sauce, cheddar cheese and fried onion strings—as craveworthy.
On The Border also offers tacos made with chimichurri grilled shrimp, brisket and beer-battered fish.
7. Mi Cocina
Score: 10.7%
Over one-tenth of recent customers find the tacos at Mi Cocina craveworthy. The casual-dining chain's Mama’s Tacos received a notable callout, as did its Tacos “De Pescado,” which combine tilapia with Veracruz sauce and poblano on corn tortillas with Mexican coleslaw, sliced avocado salad and rice.
Many consumers also pointed to the chain’s Sunset Sauce as a craveable add-on over tacos. The sauce's ingredients are unknown, but it’s described as having a cheesy, spicy flavor.
6. Baja Fresh Mexican Grill
Score: 18.7%
Tacos at Baja Fresh are a craveable item that just under a fifth of recent customers say they can only get there. Consumers praised the fast-casual Mexican joint as having “good tacos with high-quality ingredients.” Many customers listed the Original Baja Tacos as craveable, with several spotlighting proteins such as shrimp, steak and pork carnitas.
The Line Caught Wahoo Taco is another item customers mentioned. It features grilled or fried wahoo (ono) fish topped with shredded cabbage, pico de gallo and avocado salsa.
5. Jack in the Box
Score: 22.4%
More than one in five recent customers crave the tacos at Jack in the Box. Though it’s known for burgers, the quick-service chain (the sole burger joint on this list) offers standard tacos and three varieties of Monster Tacos. Surveyed customers mentioned both. A number of consumers also point to the chain's 2-for-$1 taco deal as being craveable.
Perhaps surprising to some, consumers ranked Jack in the Box’s tacos as more craveable than its burgers.
4. Taco John’s
Score: 27.2%
Over a quarter of recent customers crave Taco John’s tacos and say they can’t get them anywhere else. Consumers specifically pointed to the chain's Street Tacos (featuring shredded beef or chicken, lime sauce and Mexican cheese) and the Crispy Taco (with beef, cheese, lettuce and salsa in a crispy shell) as craveable items.
However, a number of consumers also mentioned its Walking Tacos as craveable. No longer on Taco John’s menu, the previous limited-time item featured tortilla chips, meat, cheese, lettuce and tomato packed into a portable bag.
Fun fact: Taco John’s trademarked the term Taco Tuesday—something one survey respondent specifically pointed to as craveworthy.
3. Taco Bell
Almost three in 10 recent customers say that Taco Bell serves up mouthwatering tacos they can’t get anywhere else. Consumers mentioned its Doritos Locos Tacos as craveworthy, which come in Nacho Cheese, Fiery and Cool Ranch varieties and in both regular and Supreme versions.
A number of respondents pointed to Taco Bell’s prices as the facet that makes its tacos craveable.
2. Del Taco
Score: 32.1%
Almost a third of recent customers hanker for Del Taco’s tacos and say they can’t find any like them elsewhere. They most rave about the chain's Street Tacos, which are made up of either grilled chicken or grilled carne asada, and topped with avocado, onions, cilantro and salsa.
Fish, shrimp, chicken and turkey tacos all received mentions from respondents, suggesting that consumers visit Del Taco for its taco variety.
1. Rubio's
Score: 47.5%
Almost half of recent customers rate Rubio’s Gulf Coast-inspired tacos as craveworthy, elevating these tacos to the most craveable top spot. Its Original Fish Taco (made with beer-battered Alaskan pollock, salsa, cabbage and white sauce) and the Wild Mahi Mahi Taco (which has garlic, chipotle and cilantro) received notable mentions.
Many consumers specifically pointed to the tacos at Rubio’s as being authentic and “real Mexican food,” something the chain asserts on its marketing and promo materials. One respondent even stated, “I have not been able to find any other restaurant that makes the [tacos] like Rubio’s.”