Qdoba Mexican Grill is now Qdoba Mexican Eats
Hoping to stand out further from the crowded fast casual Mexican space, Qdoba Mexican Grill changed its name to Qdoba Mexican Eats. The new name is the latest step on an ongoing effort to reinvent the Qdoba brand.
The brand evolution began in 2013, when parent company Jack in the Box Inc., based in San Diego, closed 62 underperforming Qdoba locations and hired a new brand president, Tim Casey, charging him with bringing the fast-casual Mexican brand out from under the shadows of competitors like Chipotle Mexican Grill.
After conducting extensive research, Casey began a comprehensive overhaul. In 2014, Qdoba reworked its menu pricing to a tiered structure built around choice of protein, rather than “nickel and diming” guests by asking them to pay extra for ingredients like guacamole or the brand’s popular queso sauce.
Throughout the brand evolution process, Qdoba, has also reworked its menu, introducing dishes with bolder flavors that attempt to further differentiate the brand.
On Tuesday, for example, the chain introduced a new line of six Knockout Tacos with slow cooked and grilled meats on soft corn or flour tortillas, which offer a contemporary twist on upscale street tacos.
- Drunken Yardbird with tequila lime chicken, guacamole, salsa verde, cilantro, minced onion and cotija cheese.
- Mad Rancher with grilled chicken, bacon, quacamole, picante ranch, lettuce, pico de gallo and cotija.
- Bohemian Veg, with cheese, black beans, corn salsa, guacamole, salsa verde, minced onions, cilantro and cotija.
- Two Timer with pulled pork, salsa roja, shredded cheese, lettuce, pico de gallo, cotija and a crispy taco wrapped in a flour tortilla with three-cheese queso.
- Triple Threat, with steak, bacon, three-cheese queso, fajita veggies, pico de gallo and cotija.
- The Gladiator with steak, bacon, pico de gallo, lettuce, Mexican Caesar dressing, cilantro and cotija.
The recommended price is $3.50 for tacos individually or any three for $9.