In a dynamic shift towards national recognition, the newly appointed Qdoba CMO, Jon Burke, is set on transforming the fast-casual Mexican chain into a household name across the United States. This ambitious initiative is underpinned by Qdoba’s first national marketing campaign, which aims to enhance brand awareness as the company plans to double its footprint by 2032. With a surprising statistic revealing that a significant portion of the population remains unaware of the brand, Burke’s leadership signals a pivotal moment for Qdoba. Customers are increasingly seeking value, making this campaign a timely opportunity to showcase what Qdoba has to offer.
The Vision of Qdoba’s CMO: A Brand on the Rise
The appointment of Jon Burke as Qdoba CMO marks a new chapter for the chain, particularly following its first national advertising endeavor. Launched on October 1, 2025, the campaign features the catchy tune from Hall and Oates, “You Make My Dreams (Come True),” while prominently promoting Qdoba’s long-standing offer of free guacamole and queso. This announcement comes after years of operating under the radar, during which past ownership groups favored a more subdued marketing approach.
Burke emphasizes the importance of celebrating the brand’s value propositions. “We’re really looking at how we celebrate these things, especially in the current environment. We know customers are looking for value,” he states. This fresh perspective is a shift from previous attempts to obscure such benefits. The national campaign not only intends to highlight free guacamole and queso but also aims to feature holiday catering options and menu customization, making the brand more relatable to its consumer base.
Strategic Growth Plans: More Than Just Marketing
Qdoba’s ambitious expansion plan targets the addition of 600 new restaurants to its existing over 800 locations by 2032. Burke acknowledges the competition primarily posed by Chipotle and notes that there remains ample white space for Qdoba to grow significantly. “It’s a great place for us to be able to grow significantly, while even our competitors having white space to grow,” he explains. This perspective equips Burke to spearhead Qdoba’s strategic initiatives under his leadership as the Qdoba CMO.
The focus on brand awareness serves not only to establish Qdoba in the minds of consumers but also to drive in-store traffic. Burke states that customers tend to prefer Qdoba’s offerings once they are introduced to them, creating a significant opportunity for engagement.
Harnessing the Power of Digital Marketing and Engagement
“We’re in a place right now where it’s just about awareness,” Burke notes. One crucial aspect of this effort includes the enhancement of Qdoba’s loyalty program, an area where the chain has historically lagged behind competitors. Burke believes aligning with consumer preferences through modern marketing techniques will prove beneficial. Drawing parallels to other successful fast-casual brands, Qdoba aims to leverage innovative marketing techniques to amplify its reach.
With the campaign set to stretch across digital platforms, social media, and even live sports events, Qdoba is positioning itself to maximize engagement with both new and returning customers. Burke reinforces this by noting the brand’s newfound partnerships with marketing agencies like Leo, part of Publicis Groupe, to enhance customer data insights and improve drive frequency.
Franchise Growth: Partnering for Success
Burke also underscores the pivotal role of franchising in Qdoba’s growth strategy. Traditionally, marketing efforts relied heavily on local initiatives by franchisees, limiting broader impact. The new national marketing campaign seeks to change that by demonstrating effective strategies through pilot testing in select markets. “We proved it out. We went into markets, we tested this in a handful of restaurants… that partnership is really strengthened,” he explains. This collaborative approach aims to cultivate franchisee buy-in and drive a more harmonious working relationship.
Future Outlook: A Bright Path for Qdoba
As Qdoba embarks on this journey toward national brand status, the integration of innovative marketing practices with a focused vision is crucial. Burke’s insights into leveraging data and enhancing the customer experience are foundational elements in this transition. The fast-casual segment presents both challenges and opportunities for growth, and with Burke at the helm as Qdoba CMO, the brand is poised to flourish.
To learn more about the challenges and opportunities in the fast-casual dining industry, similar to strategies discussed in fast food marketing trends, or explore how Qdoba fits into the broader food landscape based on current consumer habits, check out these valuable insights. As you consider the evolution of Qdoba under Burke’s leadership, it’s clear that the brand’s path forward is both ambitious and necessary.
To deepen this topic, check our detailed analyses on Marketing & Advertising section
