Brandwave

How popular isTaco Bell?

In September 2026, people searched for Taco Bell by name about 74,000 times in Australia, a 32.7% decrease from the previous year. These searches made up 14.5% of all Australia Mexican chain searches, placing Taco Bell third out of five chains. When we asked both ChatGPT and Google AI Overviews about Mexican chains, Taco Bell appeared in one of the three answers and was the fourth most recommended of the five.

Search and AI answers in September 2026

Taco Bell is the third most searched of 5 competitors and the fourth most recommended in AI answers.

  1. Guzman y GomezShare of searches 39.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. ZambreroShare of searches 39.4%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. Taco BellShare of searches 14.5%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th
  4. Mad MexShare of searches 5.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  5. Salsa's Fresh MexShare of searches 1.3%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
Taco Bell website (opens in a new tab)

Follow Taco Bell and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top Mexican chains in ChatGPT and Google AI Overviews

In three ChatGPT questions, Taco Bell was mentioned in one out of three: in one of the three ChatGPT answers. Taco Bell is the fourth most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Guzman y Gomez1st
  2. Zambrero2nd
  3. Mad Mex3rd
  4. Taco Bell4th
  5. Salsa's Fresh Mex–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Guzman y Gomez3 of 3Named in 3 of 3 ChatGPT answers
  • Zambrero3 of 3Named in 3 of 3 ChatGPT answers
  • Mad Mex3 of 3Named in 3 of 3 ChatGPT answers
  • Taco Bell1 of 3Named in 1 of 3 ChatGPT answers
  • Salsa's Fresh Mex0 of 3Named in 0 of 3 ChatGPT answers

See every answer about Mexican chains

3 answers

  • Asked ChatGPT

    “What's the best Mexican fast food chain in Australia?”

    1. 1Guzman y Gomez
    2. 2Zambrero
    3. 3Mad Mex

  • Asked ChatGPT

    “Which chain in Australia makes the best burritos?”

    1. 1Guzman y Gomez
    2. 2Mad Mex
    3. 3Zambrero

  • Asked ChatGPT

    “What are the most popular Mexican restaurant chains in Australia?”

    1. 1Guzman y Gomez
    2. 2Zambrero
    3. 3Mad Mex
    4. 4Taco Bell

  • Searched Google, AI Overview

    “mexican restaurant”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “burritos”

    Google showed no AI Overview for this search.

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which Mexican chains compete with Taco Bell?

Taco Bell against Mexican chains in Australia, by month

Share of searches by month for Guzman y Gomez, Zambrero, Taco Bell, Mad Mex. The figures are in the table below the chart.

View monthly share of searches table
MonthGuzman y GomezZambreroTaco BellMad MexSalsa's Fresh Mex
Oct 202542.8%35%15.6%5.8%0.77%
Nov 202549%32.7%12%5.4%0.88%
Dec 202544.5%36.4%13.3%4.9%0.8%
Jan 202647.8%32%14.3%5.3%0.7%
Feb 202644.9%36.7%13.5%4%0.81%
Mar 202644.8%36.7%13.5%4%0.98%
Apr 202639.9%39.9%14.7%4.4%1.1%
May 202641%41%12.3%4.5%1.1%
Jun 202639.4%39.4%14.5%5.3%1.3%
Jul 202637.7%37.7%17%6.2%1.5%
Aug 202640.6%40.6%12.2%5.5%1.1%
Sep 202639.4%39.4%14.5%5.3%1.3%

  1. 1.Guzman y Gomez

    39.4%

    Held 1st. 201K estimated branded searches, -18.3% vs prior month. Share -1.2 points.

  2. 2.Zambrero

    39.4%

    Held 2nd. 201K estimated branded searches, -18.3% vs prior month. Share -1.2 points.

  3. 3.Taco Bell

    14.5%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +2.3 points.

  4. 4.Mad Mex

    5.3%

    Held 4th. 27.1K estimated branded searches, -18.1% vs prior month. Share -0.1 points.

  5. 5.Salsa's Fresh Mex

    1.3%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Taco Bell and its closest rivals

Every comparison with Taco Bell

4 comparisons

How has branded search demand for Taco Bell changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Taco Bell in Australia fell from 110K to 74K.
  • Across the 12 months ending September 2026, Taco Bell’s share of searches among Mexican chains in Australia decreased from 15.6% to 14.5%.
  • Across the 12 months ending September 2026, Taco Bell’s share of searches among Mexican chains in Australia peaked at 17% in July 2026 and was lowest at 12% in November 2025.

How did search popularity change for Australia Mexican chains in September 2026?

5 changes

  1. In September 2026, Taco Bell gained share of searches among Mexican chains in Australia, from 12.2% to 14.5%.

  2. In September 2026, Guzman y Gomez lost share of searches among Mexican chains in Australia, from 40.6% to 39.4%.

  3. In September 2026, Zambrero lost share of searches among Mexican chains in Australia, from 40.6% to 39.4%.

  4. Estimated monthly branded searches for Salsa's Fresh Mex in Australia rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

  5. Estimated monthly branded searches for Mad Mex in Australia fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026.

How are Taco Bell’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Taco Bell’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • taco bell

Do you work for Taco Bell? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Taco Bell your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free