• by Teresa Buyikian , January 31, 2024

Qdoba, the #2 Mexican fast-casual brand in the U.S. behind Chipotle, has announced that the chain has retained ad agency Leo Burnett for all creative and production.

With more than 750 locations across the U.S., the chain announced in a release that it intends to double in size over the next seven years. With 80% of the chain run by franchisees, the brand is pushing 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 in the release. “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.”

Leo Burnett is no stranger to QSR, working with McDonald’s and Dunkin among many others over the agency’s 88-year history. Initial campaign work from Chicago-based Leo Burnett isn’t slated to run until 2025, said Cywinski.

“It’s a brand we can relate to and one that resonates with our own experiences,” says Britt Nolan, co-president and CCO of Leo Burnett.