The Challenge

Qdoba was facing a pivotal, 20-year brand relaunch that would define it's brand positioning in the restaurant marketplace and differentiate itself from the leading, fast-casual competitor. Guided by the support of brand marketing, social media, influencer relations and PR, Qdoba sought to relaunch the brand and garner brand awareness that would drive new guests to the restaurant.

Prior, the brand had never been recognized by national media through PR, driving an unique challenge in not only garnering coverage but telling the brand story to a reporting audience unfamiliar with the brand.

The Approach

Through a strategic to brand marketing approach, including PR, Social Media and Influencer Relations, we launched an integrated campaign to announce the brand move, own an a national event and day, and drive brand awareness through PR. Social Media and Influencer Relations. The integrated campaign would launch an external-facing campaign over the course of an annual marketing calendar all leading to redesign of its core restaurant in Denver, Colorado.


The Results

  • Qdoba saw more than 1 Billion Media impressions, with its first launch into national media with segments on FOX & Friends and Good Morning America, USA Today, Fast Company, CNN Money, among others.
  • Qdoba sales increased from $800K per restaurant to $1.1M while eyeing more than 1 Billion media impressions in the process. 
  • Annual Valentine's Day event notched 900M impressions over four annual campaigns, with more than 99 percent positive/neutral coverage and increase of 56% traffic for the stores.