New Data Reveals Burritos Are Not Just Tasty, They've Saved Consumers From A Dateless Saturday Night
Survey Released by Moe's Southwest Grill Uncovers Consumers' Undying Love for Burritos, and Other Food Preferences
September 06, 2016 // Franchising.com // ATLANTA - Moe's Southwest Grill, recently named Fast Casual Mexican Restaurant of the Year by Harris Poll, today released new data on the eating habits and lifestyle preferences of various burrito consumers. Moe's commissioned the research to inform new dining experiences for customers and ensure they continue delivering on their promise to serve freakin' high quality ingredients with endless combinations customized to individual lifestyles and tastes.
Just how many, how often?
While it's no secret that burritos have become a staple in consumers' diets, the amount of burritos consumed on a regular basis, particularly among Millennials and Gen X-ers, may come as a surprise. The survey revealed that most consumers can't go even a week without a burrito, with 72% of Millennial respondents admitting to enjoying an average of 2 to 3 burritos a week, while an overwhelming majority of Gen X consumers (90%) admit to eating burritos at least once a week. But for many, that doesn't satiate their burrito craving, as 75% of respondents said they would eat a burrito twice in one day if the burrito was so good, they had to go back, while 43% of consumers would eat a burrito twice in one day if calories were not object, or their significant other wouldn't judge them.
My Burrito, My Hero
Further, according to the survey results, not only is a burrito a preferred weekly meal, it is often relied upon to be a hero under certain circumstances:
- More than half (52%) of Millennial respondents report that a burrito has saved them from a dateless Saturday night or an awkward conversation. And a burrito instead of a date may even be their preference, as 53% of this generation admit they would choose indulging in the world's most awesome burrito over a romantic date with their significant other.
- 64% of Millennials said a burrito was the best food to have before a night of drinking, and 62% of Gen X consumers agreed, while 56% of Millennials say a burrito has saved them from a brutal hang over.
- Gen X consumers have been touched by the burrito's powers too, with more than half (60%) reporting that a burrito has saved them from a sad desk lunch. Further, 47% say they'd give up their favorite shirt for the world's most awesome burrito.
- 60% of Gen WE say a burrito has literally saved their life.
It's All About the Toppings
While pop culture may lead us to believe that guacamole is the most loved topping today, the survey revealed that it's actually sour cream that takes the cake at number one, with guac coming in a close second for favorite burrito topping (59% vs. 49%, respectively). What's more, while traditional toppings and fillings like beans, rice, and queso reign supreme, with more than half (56%) of consumers admitting to liking queso in their burrito.
"It turns out consumers want to get adventurous with burrito flavor combinations, which is why Moe's offers over 17 quintillion combinations of them," says Bruce Schroder, President of Moe's Southwest Grill. Specifically, 75% of men would combine a burrito with a pepperoni pizza, while 77% of all women surveyed would combine a burrito with orange chicken. And it's clear that they are doing something right, as 70% of consumers who had been to Moe's said the ingredients made their Moe's burrito awesome, and 68.1% said it was the overall flavor.
Using Music to Inspire Awesome Food
The founders of Moe's Southwest Grill were inspired by musicians who consistently pushed the envelope with creativity and irreverence, and even created the name "Moe's," to pay tribute to the Musicians,Outlaws and Entertainers that came before them. The brand continues to draw inspiration from musical pioneers to serve quality, delicious food in an always friendly and welcoming environment that rocks.
It turns out that consumers are inspired by these musical mavens, too, as the survey revealed that 50% of Millennials would say Dave Grohl is a chicken burrito - because he's approachable like chicken, but complex llike hot sauce, and 31% of consumers would most like to enjoy the world's most awesome burrito with Prince.
"Welcome to Moe's!' is our signature greeting, and we mean it – we're just as serious about that as we are about serving craveable combinations of platforms and ingredients that keep our customers coming back for more," said Schroder. "This has been our goal since inception, and this survey was commissioned so that Moe's continues to do just that. We're always looking to evolve the customer experience and our menu options to serve high-quality food that consumers can feel great about eating."
For more information or to find a store nearest you, visit www.moes.com, and connect with Moe's onInstagram, Twitter, Facebook, and Snapchat, by tagging your posts and pics with #WelcomeToMoes.
About Moe's Southwest Grill®
Welcome to Moe's!® Founded in 2000 in Atlanta, GA, Moe's Southwest Grill is a fast-casual restaurant franchise featuring fresh, handmade, customizable southwestern food in a welcoming environment that rocks. Moe's is committed to serving only the highest quality ingredients 100% of the time at all of our locations in the U.S and abroad. While Moe's is best known for its burritos packed with a choice of more than 20 fresh, flavorful ingredients, the menu also features kid's, vegetarian and low-calorie options, all served with free chips and salsa. Check out Moe's online at www.moes.com.
Allison+Partners Research + Insights team surveyed 1,000 individuals between the ages of 13 and 50. The survey was fielded using the Qualtrics Insight Platform and panel was provided by Qualtrics panel services. Fielding was executed between June 16 – June 22.
SOURCE Moe's Southwest Grill
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