Marketing Plan: Qdoba

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Qdoba Mexican Grill
Qdoba Mexican Grill
Final Paper/Portfolio

Final Paper/Portfolio

BAUD 3467
Group Members:
Halie Westphal
John/Mark Halstead
Jessica Ratke
Nate Sullivan
Amanda Bergstrom

BAUD 3467
Group Members:
Halie Westphal
John/Mark Halstead
Jessica Ratke
Nate Sullivan
Amanda Bergstrom

Executive Summary
“A place where we appreciate tradition, but are not bound by it. A place where creativity and experimentation thrive. A place where fresh ingredients are prepared and hand crafted into delicious meals right before your eyes. At Qdoba, we believe perfection is achieved through skilled cooks, an open grill, and a friendly atmosphere.”—Qdoba’s Mission Statement.

Qdoba is starting to expand further into the Midwest and it is our job to make it known. We have come up with ads varying from print to TV and radio to online and events to promote the Bemidji Qdoba store. These ads are made specific for the Bemidji store because this store was built in a non-traditional place compared to most Qdobas (most stores built in very large cities). Our overall goals for advertising would be to better promote our little Bemidji store and gain a larger percentage of college students as consumers. We are looking to have at least 75% of college students to have eaten at Qdoba at least once by the end of the school year. College students makeup a large percentage of the Bemidji population that is why we are choosing to aim most of our ads at them. Since Qdoba is based out of Colorado and there aren’t many in Minnesota, it is important for us to get the name out there and have people associate it will good things like fast, fresh, healthy, fun etc. and just getting our name out to the college campus. The rewards cards are going to help us get a better estimate on our customer growth.

Introduction
Qdoba Mexican Grill, a hybrid fast food and casual sit-down restaurant chain, has become one of the finer choices of Mexican cuisine dining since it first opened its doors. This is done by offering food at a higher quality standard, when compared to most other fast food chains, while still maintaining fast walk in service and preparation at an affordable price and casual environment. The company was founded in 1995 by Anthony Miller and partner Robert Hauser in Denver, Colorado. The company franchised the next year and was acquisitioned by Jack in the Box Inc. in 2003. In fifteen years, Qdoba has opened at over five hundred locations throughout forty states. Qdoba offers a vast line of fresh products made from fresh ingredients prepared custom to the satisfaction of each customer. Some of Qdoba’s products include burritos, tacos, taco salads, tortilla soup, nachos, and their newly featured Mexican Gumbo; all of which you can order with your choice of ingredients. Qdoba also offers catering services where they claim they have as much variety as there are occasions to cater. A new store prototype called the Craft 2 menu started in January 2010 allowing customers to pair two smaller portions together so they may test out new menu items. Another area they have branched into is a kids menu which started in December 2009. The kids menu offers healthy options such as 100% juice and Lil’ Naked Chicken Burrito. Operating mainly in fast food, yet still participating in the restaurant industry, this restaurant chain is focused on providing the finest Mexican products and service to its market. Competitors in the industry include Taco Bell, Taco Johns, Chipotle, and a number of other chains. Mexican food consumption is rapidly increasing faster than any other segment of the restaurant industry. The Bemidji Qdoba has great market opportunities in that it has virtually no direct competition because the other restaurants in this area are either purely fast food or sit down; compared to Qdoba’s versatility of being a high end fast food, sit down restaurant. Target Market

Qdoba’s target market includes both...
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