Qdoba, a Mexican fast-casual restaurant brand, has chosen Leo Burnett as its creative agency of record. The Chicago-based Publicis Groupe agency will lead all creative and production for the brand.
Qdoba is preparing for rapid expansion and substantial growth over the next five years. Owned by Modern Restaurant Concepts, Qdoba has more than 750 locations across the United States, Canada and Puerto Rico and is planning to double in size over the next seven years. The chain is currently 80% franchised and is accelerating new restaurant development with existing partners as well as new external franchisees.
“Qdoba is an extraordinarily well-positioned brand with strong comp sales in each of the past three years. Our growth potential is unlimited and the decision to partner with Leo Burnett was a natural choice,” said John Cywinski, CEO of Modern Restaurant Concepts in a statement. “I’ve long regarded Leo Burnett as the best in the business. They have an exceptional reputation for propelling growth of nationally renowned brands and doing so in a way that genuinely connects with America.”
Qdoba was also recently voted the “Best Fast Casual Restaurant” for the fifth consecutive year as part of the USA Today 10 Best Readers’ Choice Awards.
“When we look at a brand like Qdoba, we can’t help but be invigorated by the possibilities. It’s a brand we can relate to and one that resonates with our own experiences,” said Britt Nolan, co-president and chief creative officer of Leo Burnett in a statement. “We’re genuinely excited to play a part in its evolution.”
Leo Burnett has won over 20 assignments in the last two years and was named AOR for brands including Maker’s Mark and Tillamook. The agency has fast food experience, having worked with McDonald’s.
Qdoba previously worked with L.A. creative shop Mistress.