Industry News | March 1, 2010
Qdoba Adds A Sense Of Sound To Its Brand
Qdoba Mexican Grill announced today that the company is taking its brand experience online with the addition of an interactive music player to its Web site through a partnership with Muzak, a leading provider of music and sensory branding services for businesses.
The music player, available now on Qdoba’s Web site, offers a mix of the same fresh artists and songs that are played in many Qdoba restaurants across the country.
“We are always looking for innovative ways to extend our customers’ brand experience outside of the restaurants,” says Karen Guido, Qdoba’s vice president of marketing. “In the last year, we’ve focused on expanding our brand online through social media initiatives and now by integrating our sound on the Web site, and we will continue to look for ways to maximize our customer interaction, whether that be in our restaurants, on the Web, or a mix of both.”
Qdoba’s new Web player, developed by Muzak, integrates social media aspects by allowing users to share their favorite songs or artists on Facebook and Twitter, read about monthly featured artists, purchase songs that they enjoy, and embed the player on their personal Web sites. In the coming weeks, Qdoba will also begin to offer free downloads to customers, as an additional way to integrate the brand experience at home.
The integrated Web player is another step in brand evolution for Qdoba, closely following the recent redesign of the POP in the restaurants, as well as the company Web site last year, highlighting its roots as an artisanal Mexican kitchen.
Touch, the new division of Muzak responsible for the campaign, is a comprehensive sonic and sensory branding firm. Touch is focused on working with progressive brands like Qdoba, on strategic media and marketing efforts that connect customers in new and non-traditional ways.
“Great brands are always seeking meaningful ways to create deeper connections with their customers,” says Bob Finigan, vice president and general manager of Touch, A Muzak Co. “Qdoba’s new online media platform represents a significant accomplishment for the entire Touch and Muzak development teams, who worked tirelessly to build this solution. Brand loyalists are now able to get inside the brand, discover music, and share and create new communities at an unprecedented level.”
“We look forward to continuing to build our relationship with Muzak and hope that we can work with their team to add additional capabilities to our music player and further our brand experience to our customers in the future,” Guido says.
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