QDOBA and Leo Burnett partner to fuel rapid expansion of fast casual restaurant brand.
CHICAGO, IL, Jan. 22, 2024 – QDOBA, America’s #2 restaurant brand in the Mexican fast-casual category, today announces a new partnership with award-winning advertising agency Leo Burnett, who will lead all creative and production for the brand. This partnership marks a new stage of growth for QDOBA as it prepares 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. QDOBA 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 (and 17 of the past 20 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, and parent company to QDOBA. “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 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,” says Britt Nolan, Co-President and Chief Creative Officer of Leo Burnett. “We're genuinely excited to play a part in its evolution.”
The win builds on the agency's continued new business momentum over the last two years, winning over 20 assignments, and being named AOR for brands including Maker’s Mark and Tillamook.
Cywinski added, “I couldn’t be more excited about our partnership with Leo Burnett, and I expect our initial campaign work will be introduced to America in 2025.”
About Leo Burnett
Leo Burnettis a creative solutions company founded on the idea that "what helps people helps business." By solving human problems with the power of creativity, Leo Burnettdelivers value for people and prosperity for brands. To learn more aboutLeo Burnettand its rich, 87-year history, visit LeoBurnett.com.
About QDOBA Mexican Eats
QDOBA is a fast casual Mexican restaurant with over 750 locations in the U.S. and Canada. Committed to delivering flavor to people's lives, QDOBA uses ingredients prepared in-house, by hand, and fresh throughout the day, to create delicious menu options. Guests can experience QDOBA's delicious flavors by enjoying one of its signature menu options that are chef-crafted for convenience and ease or by customizing their burritos, tacos, burrito bowls, salads, quesadillas, and nachos to fit their personal tastes.
About Modern Restaurant Concepts
Modern Restaurant Concepts is one of the largest fast casual restaurant platforms in North America with nearly 800 units across two brands, QDOBA and Modern Market Eatery. The system operates corporate-owned and franchised units across nearly every U.S. state as well as Canada and Puerto Rico. Modern Restaurant Concepts is a portfolio company of Butterfly Equity, a Los Angeles-based private equity firm specializing in the food sector.