Five simple observations from this afternoon’s burrito business:
- Qdoba has a new logo. It’s bolder, thick block letters in simple off-white color. Gone is the styling, underline, cactus and green/red coloring. It’s also seen in orange, depending on the background it’s on and the marketing purpose. To round out their apparent branding switch-up is a toned-down web site that is heavy on graphics and light on content, with a focus on the color orange. See #5 for my thoughts on the web site.
- Qdoba is no longer Qdoba Mexican Grill. It’s QDOBA: MEXICAN EATS. The whole “_______ eats” thing is tired and overused, in my opinion, but I’m sure the agency presented it with focus grouped certainty and that’s fine.
- Qdoba is covering up. What you used to get by saying “go naked” is now simply a burrito bowl, ala Chipotle. Aside from losing the probably geekified effect frequenters felt by knowing the lingo, ala Starbucks cup sizes, I don’t think I have a problem with this.
- Qdoba has launched tequila lime chicken as an option for burritos, burrito bowls, tacos, quesadillas and tortilla soup, nationwide. It’s described as, “chicken grilled with a tangy spark of tequila lime seasoning.”
- Qdoba STILL doesn’t have an app. Instead of forking out what surely cost several million dollars for a refreshed web site, could Qdoba not have invested in the fact that an estimated 67% of all web traffic is done on mobile devices, a significant chunk of which is conducted via apps? It is because of this neglect that I will give Chipotle another $14 when it’s ready in 12 minutes.