• by Fern Siegel , September 23, 2024

Queso Apocalypto.  

Qdoba rolled out the fiery sensation on Sept. 20 for National Queso Day, hoping to capture the taste buds of Gen Z and younger millennials.

This target audience are big fans of spicy food — and the franchise delivers. The Apocalypto consists of hot crunchies, salsa roja, habanero salsa and pickled jalapeños.

“Coming up with ads isn’t enough anymore. As their partner, we proactively seek out smart, innovative ways to help our client’s business grow,” said Brian Shembeda, EVP, executive creative director at Leo Burnett. Hence, the Apocalypto. “A name that lets people know what they’re in for.”

The work is the first since the agency won the Qdoba accounts. Other Leo Burnett clients include Miller Lite, Kellogg’s Special K, Tillamook and KFC.

Kim Zamir, vice president of marketing at Qdoba, said: “Spicy foods are one of this year’s hottest (literally) food trends, and Qdoba has a passion for innovating new menu items our fans will love.”

Qdoba is a fast-casual Mexican restaurant with over 750 locations in the U.S., Canada and Puerto Rico.