Industry News | August 24, 2010

Qdoba Warns of 'Burrito Boredom' Epidemic

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Qdoba Mexican Grill announced that it created the advocacy group Food Lovers Fighting Burrito Boredom (FLFBB) to help educate diners about the warning signs and harmful effects of “Burrito Boredom”—a “harrowing epidemic caused by repeatedly eating blah burritos without innovative flavors or creative menu options.”

“A recent study released by J.D. Power & Associates found that one-half of customers of quick-service restaurants order the same meal each time they visit a particular restaurant chain,” says Doug Thielen, Qdoba’s manager of non-traditional media. “At some Mexican restaurants, customers get stuck in a rut ordering the same burrito because they don’t have many choices—even though Mexican cuisine is known for a wide variety of flavors, spices, and entrees. Thanks to FLFBB, we’re able to provide Burrito Boredom sufferers an online community to learn more about this condition and provide an appetite-enlightening cure.”

Burrito Boredom sufferers are encouraged to visit the FLFBB online community to receive one of thousands of coupons that will be distributed daily from the Food Lovers Fighting Burrito Boredom site. Visitors can view an educational Web series on the effects of Burrito Boredom, take a quiz that will help diagnose if they are a sufferer of Burrito Boredom, and find “a cure” by using the Meal Builder. The Meal Builder encourages visitors to explore tastes outside their comfort zone and discover how to build interesting, flavorful meals. Every guest who builds an “unboring” entrée will be rewarded with a coupon to Qdoba. Site visitors can also enter to win free entrees from Qdoba for a year simply by posting their own 15-second video about how Burrito Boredom has personally affected them. One FourSquare user per day will also be selected for checking in from a Qdoba and mentioning how they beat Burrito Boredom. Guests can also share their involvement in the FLFBB community on Facebook and Twitter.

“Many people don’t realize that Mexican food is much more than just tacos and burritos—the fare they find at typical chain restaurants,” Thielen says. “At Qdoba, customers can literally create hundreds of thousands of different meal options based on Qdoba’s diverse menu of fresh, handcrafted flavors and unique entrees. From Mexican Gumbo to our latest Craft 2 creations to our signature salsas and sauces, we’re confident that our menu can cure anyone suffering from Burrito Boredom.”