Growth
Illegal Pete's against its category
The biggest tracked US Mexican fast food & fast casual chains by card spend, with year-over-year growth of category share. Share means a chain's slice of tracked category spend. It can decline while the chain's own sales grow. The chart tracks Illegal Pete's's share of the category quarter by quarter, indexed to 2024 Q4 = 100.
| # | Chain | YoY share |
|---|---|---|
| 1 | Taco Bell | -4.4% |
| 2 | Chipotle Mexican Grill | +4.2% |
| 3 | Qdoba | +9.4% |
| 4 | Del Taco | +0.6% |
| 5 | Moe's Southwest Grill | -5.3% |
| 6 | El Pollo Loco | +10.8% |
| 7 | Cafe Rio Mexican Grill | -1.7% |
| 8 | Costa Vida | +3.0% |
| 9 | Torchy's Tacos | +10.3% |
| 10 | Taco John's | +2.1% |
| 37 | Illegal Pete's | - |
Share of tracked category spend, indexed
Store footprint
Store map
13 tracked Illegal Pete's locations across 2 US states. Colorado holds 85% of them.
Customer overlap
Who shops at Illegal Pete's
Tracked chains Illegal Pete's customers also buy from more than a similarly active shopper would, indexed to the strongest overlap (100). From real card transactions.
King Soopers
100
McGuckin Hardware
45
Hazel's Beverage World
44
Moe's Broadway Bagel
34
Williams Village Liquor
31
Petty John's
29
Leevers Locavore
28
Lolita's Market & Deli
27
South Side Walnut Cafe
25
Attic Bar & Bistro
25
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