Expana recently had the chance to catch up with Jon Burke, the newly promoted Chief Marketing Officer (CMO) of QDOBA. He offered a behind-the-scenes look at what’s next for the rapidly expanding restaurant chain. With over 825 stores across the United States and Puerto Rico and a pipeline of 600 more, QDOBA is gearing up for its first national marketing campaign.
In the announcement about this promotion, CEO John Cywinkski said, ”Jon is a trusted and respected leader who has earned this opportunity with his many contributions to QDOBA’s momentum. What I value most about Jon is his authentic leadership style, deep understanding of the restaurant industry and its rapidly evolving digital media landscape, and his passion for franchisee collaboration.”
Burke, who joined QDOBA in 2023 as Vice President of National Marketing, brings a wealth of experience from his previous roles at Jollibee Foods, Applebee’s Grill + Bar, McDonald’s Corporation, and Del Taco. He’s keen to leverage this experience to elevate QDOBA’s brand storytelling.
“We are putting food front and center—flame-grilled cooking, freshly prepared ingredients, and unique offerings like free guacamole and queso on any entrée,” Jon enthused. He believes this focus is crucial for consumer discovery, especially as the company targets 100+ new restaurant openings a year.
Burke also highlighted how the role of a marketer has evolved with technology. “There was a time when you could mass market, but with our ability to collect data today, you can get a lot more creative in your marketing messaging.” He emphasized the importance of targeting guests and utilizing data to deliver precise marketing outreach.
Understanding today’s world and consumer desires is also essential. While the core message about QDOBA’s food quality resonates universally, Burke acknowledges the need to adapt strategies to reach different demographics.
“The story about our food and quality ingredients resonates across all groups with freshly prepared ingredients and customization appealing broadly,” he said, noting that social media engagement and influencer partnerships could play a role in connecting with a wider audience.
Socio-political issues like animal welfare and environmental policies also influence some marketing decisions. “They are important to our consumers, so they need to be important to us,” Burke stated, adding that the company is committed to sustainability and good stewardship of the environment.
As for future growth, Burke shared that although international expansion is on the horizon, the current focus is on building the brand’s presence nationally. With the help of agency partners like Leo and Infinite Roar Media, along with digital agency Bounteous, QDOBA is set to enhance its national marketing efforts.
Finally, Burke emphasized the importance of telling QDOBA’s story, especially given the brand’s journey through various ownership changes. Under the leadership of CEO John Cywinski, the company is finding its footing and investing in marketing tools and agency partnerships to elevate its brand story.
With Burke now leading marketing efforts, QDOBA appears well-positioned to strengthen its foothold in the fast-casual segment.
Written by Natasha Estremera
