SOURCE: NetBase

NetBase

May 05, 2011 09:00 ET

Chipotle and Taco Bell Battle for Best Burrito: NetBase Brand Passion Index Examines Fiesta Fare for Cinco de Mayo

Fresh Food and Fast Food Companies Rival for Consumer's Mexican Food Cravings

MOUNTAIN VIEW, CA--(Marketwire - May 5, 2011) - NetBase, the Social Media Insight & Analysis Company, today announced the latest Brand Passion Index, which measured consumer passion for seven restaurants serving Mexican-style food, as expressed via social media. So where do online consumers go on Cinco de Mayo to fill their bellies with tasty tacos in between shots of tequila? The Index put the NetBase Insight Workbench to work to find out. Surfacing three key metrics: share of buzz, net sentiment and passion intensity, the index looked at these popular restaurants: Chipotle, Chevy's, Baja Fresh, Qdoba, Taco Bell, Del Taco and El Torito.

Workbench revealed that online consumers expressed the most passion for Chipotle, a chain devoted to serving fresh and hormone-free Mexican food. Chipotle generated the highest love score, of 65, as well as 42% of the overall chatter. Unsurprisingly, fast food giant Taco Bell dominated the conversation, with 55% of the overall buzz, but still managed to polarize its consumers with a high love score of 60 and a hate score of 15. The remaining brands generated only a fraction of the buzz, but, in the case of El Torito, still have a loyal and passionate, albeit small following, with a love score of 64.

Verbatim surfaced from Workbench about Chipotle revealed that online consumers go back to the Mexican restaurant again and again for everything from the fresh ingredients to the delicious and large portioned burritos.

Chipotle is my favorite food group

Chipotle is just so amazing...a ball of food wrapped in a tortilla...with some hot sauce...so excellent I love it...and not to mention the chips also so good has a hint of lime...yum...

My burrito from chipotle was great and was bout the size of 5 midgets

Chipotles Mexican grill has the greatest burritos ever made

While I enjoyed my tacos at Chipotle, I was thinking "this is so good I don't want to stop eating when it runs out, I want to go buy more!"

Workbench showed that social media users love Taco Bell's double-decker tacos and five layer burritos alike as an economical and fast treat.

Double decker tacos at taco bell are sooo good and there under a dollar

This 5 layer burrito from taco bell is Awesome!!

AAHHHHH I sure do wish I had a nice beefy 5 layer burrito from taco bell!!!

I'm really craving a couple of 5 layer burritos from Taco Bell

And, finally, verbatim about El Torito showed that although their following is small, they are certainly loved. Online consumers praised the smaller brand for its charm, and delicious, authentic food.

When it comes to Cal/Mex style chains, I've always preferred El Torito to Chevy's - the salsa, the pepito Caesar dressing, the sweet corn cakes (which Chevy's later copied)

El Torito is so charming it makes the sun itself smile

And of all the Mexican eateries in Navajo county, El Torito has the best food, including the beans and rice

Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

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About NetBase

NetBase Social Media Insight & Analysis helps marketing teams make smarter business decisions faster. We deliver tools and scorecards that give market researchers and brand managers a reliable way to understand online brand equity, analyze and compare consumer passion, and generate deep insights that answer their "why" questions. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by five of the top 10 market research firms, including J. D. Power & Associates. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit: www.netbase.com.

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