Qdoba Launches First National Campaign Amidst Expansion Plans and CMO Promotion
Qdoba, the Mexican fast-casual chain, has launched its first national marketing campaign, coinciding with the promotion of Jon Burke to Chief Marketing Officer. This strategic move supports the company's ambitious goal to double its footprint by 2032.
Celebrating Value: Free Guacamole and Queso
The campaign's initial creative, launched on October 1st and running through November, features Hall and Oates' “You Make My Dreams (Come True)” to highlight Qdoba's offer of free guacamole and queso with meals. According to Burke, the company is focusing on celebrating its value proposition, a departure from previous strategies. “We're really looking at how we celebrate these things, especially in the current environment. We know customers are looking for value,” he stated.
Campaign Scope and Media Channels
Running through 2026, the campaign will showcase not only the free guacamole and queso but also highlight other menu items, holiday catering options, and customization possibilities. The integrated marketing approach will utilize a range of channels, including streaming services, social media, influencer marketing, online video platforms, digital advertising, and live sports, particularly focusing on football broadcasts. Qdoba is a part of Modern Restaurant Concepts, which is owned by Butterfly Equity.
Jon Burke's Vision as CMO
Jon Burke, who joined Qdoba in 2023 and previously held positions at Jollibee, Applebee's, McDonald's, and Del Taco, will be responsible for overseeing brand storytelling, integrated marketing and media strategies, loyalty programs, digital engagement, and culinary innovation. His leadership aligns with the expansion plans to add 600 new locations to the existing 800-plus restaurants.
Capitalizing on White Space in the Market
Burke believes Qdoba is well-positioned for significant growth within the fast-casual Mexican food category. "We're in a category… that doesn't have a ton of competition. It's Chipotle that really leads it. We're number two, and there's a lot of white space in this category,” he explained. The brand aims to capitalize on this opportunity, even with competitors also having room to expand.
Evolving Marketing Strategy and Agency Partnerships
In an interview with Marketing Dive, Burke discussed the evolution of Qdoba's marketing strategy since he joined the company. He noted a shift from a limited approach to media and marketing, driven by previous ownership structures. The brand now focuses on understanding and targeting its guests more effectively. Qdoba appointed Leo as its Agency of Record (AOR) in 2024, seeking diversified expertise. Publicis Groupe's Epsilon was a key draw, enabling data activation and deeper guest understanding. Other partners like Infinite Roar and Influential are also contributing to increased awareness and social media impressions.
Focus on Awareness and Franchisee Partnerships
Qdoba's current marketing priorities are centered on increasing awareness. The company is finding that once customers try their food, they often prefer it. Loyalty and CRM programs are also being emphasized. The national marketing campaign has been tested in select markets, demonstrating its potential to franchisees. The brand has strengthened its partnerships with franchisees, guided by CEO John Cywinski, fostering a more collaborative environment.
