And the Mexican fast-casual chain is "leaning into nontraditional venues such as universities, military bases, airports and casinos."

Accuracy can take a hit, according to a study by Intouch Insight.

Chief Brand Officer Iain Douglas explains the "Rescube" campaign, which touts the chain's ice cubes, made from its coffee.

Still, tipping trends are better for restaurants overall, with 45% tipping servers 20% or more, up from 38% last year.

Seeming contradiction: Fast-food restaurants are both increasing the number of combo meal offerings AND raising prices on those bundled meals.