Quickly expanding Mexican fast-casual Qdoba recently
promoted the chain’s vice president of marketing, Jon Burke, to CMO. After a career spent in marketing roles at Jollibee Foods, Applebee's Grill + Bar, McDonald's Corporation and Del Taco, he
now leads marketing for the 825+ unit chain, which has more than 600 new restaurants in its development pipeline. Burke told QSR Insider about the expansion plans, and what to expect from marketing in
the coming year.
QSR Insider: What's first on your agenda as CMO?
Jon Burke: Doubling down on brand awareness. Most Americans don’t yet know QDOBA, but once they
try us, they love us. We’re on track to double our U.S. footprint by 2032….
Scaling QDOBA’s marketing efforts in close partnership with our franchisees is key to success, so
that every operator can activate bold ideas in their restaurants.
QSR Insider: What changes can we expect to see with the brand and marketing in the coming year? What will remain the
same?
Burke: We will continue to invest in what sets us apart: flame-grilled meats, handmade guacamole, queso that is included with every entree, freshly sautéed vegetables and
more options on the line that allow guests to eat lighter or indulge. We will continue getting closer to both new and loyal guests by making data work harder for us.
We’re simplifying
the guest journey end to end and tightening feedback loops so we can act faster. Deeper measurement across channels will show what works so we can scale it quickly.
QSR Insider: I see
the brand recently launched its first national campaign. Can we expect to see more national media? What formats?
Burke: Going forward, you will see the campaign rolling out on national
TV—including for fans of the NFL and college football—as well as digital and social channels to meet guests where they are. While we aim to drive discovery, we are also focused on
sustaining guest engagement and building our loyalty program.
QSR Insider: I see there are big expansion plans throughout the Houston area. Where else is the brand expanding?
Burke: There is significant white space for the brand across the entire U.S., and we will continue to expand into new markets while growing existing trade areas. We are also accelerating
company-led growth in Phoenix and building on strongholds like Colorado and New England. We’re also leaning into nontraditional venues such as universities, military bases, airports and casinos
where our format travels well. Directionally, we’re targeting about 100 openings per year on the path to doubling our U.S. footprint by 2032.
QSR Insider: How are you
differentiating the brand in the Mexican fast-casual space?
Burke: Food-first execution. We flame-grill our meats, make guac by hand in-house daily, and sauté vegetables
fresh—then let guests customize with vibrant salsas and toppings. We also build in value directly with free guac and queso with every entrée—so people don’t have to choose
between flavor and price.
Elevating Chef Katy Velazquez to vice president of culinary innovation accelerates that differentiation. Under her lead, we’re developing craveable items that
travel well across formats, stay true to our ingredients-first ethos, and fit seamlessly into the guest experience without adding back-of-house complexity.
QSR Insider: What do you want
consumers to take away about Qdoba?
Burke: We’re a modern, flavor-forward Mexican fast casual that delivers more for your money—competitive pricing, [like] a QSR, but with a
more wholesome meal. If you haven’t tried us lately, now’s the moment. We’re making it easier to discover QDOBA as we grow nationally, and we’re doubling down on what guests
love: flame, freshness, and flexibility.