Lifestyle brands, which have become synonymous with the burrito bowl, are worth an estimated $3 billion, according to a Forbes report.
The chain is currently valued at $1.8 billion, which includes $1 billion in cash, and $1,200 in stock, according the report.
Its value is more than twice that of the combined total of brands owned by Taco Bell and Wendy’s.
It is also more than that of Wal-Mart, which owns about $1 trillion.
The report said the value of all brands was up from $3,300 in 2015 to $4,000 in 2017.
The value of the brands is driven by the number of orders for the product, as well as the amount of time a brand has been around, said Forbes.
“The value chain is what separates brands from each other, and in this case, it’s driven by a number of factors.
For instance, the number and type of customers that Chipotle is attracted to.
And then there’s the value in the brand itself,” said Michael Burch, the chief executive officer of lifestyle brand lifestyle brands at Dentsu.
“It’s also the value that is created through partnerships with brands like Taco Bell.
It’s all tied together, which is what makes the value chain so important.”
While Taco Bell was the first to bring back the burritos, the company has also introduced a new variety of taco bowl items that offer healthier alternatives to traditional Mexican fare.
The brand has introduced a line of tacos and burritas that offer a healthy option with fewer calories, lower fat and less sodium, while offering more protein and vegetables.
The burrito is now available at Chipotle restaurants in Mexico, the United States, Canada and the UK.