Qdoba free essay sample

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 ur 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 males and females who occasionally enjoy eating different cultured foods. Age ranges from 18-49 but for this proposal we are focusing on college students as our target market (age 18-24). Generally our target market includes people with busy lives who need convenient meals, but don’t want to give up good quality when looking for convenience. Qdoba generally serves dual-income families with time restricting schedules as well as serving a wide spread of generations. It is typical to see grandparents, parents, and children all coming in together. Qdoba has many competitive factors that come into play. Being a ‘fast casual’ (meaning sit down food at a fast pace) restaurant is a huge competitive advantage among other Mexican restaurants. Another thing that puts Qdoba ahead of other restaurants is that it offers a wide variety of sauces and salsa’s made at different heats. Another competitive factor associated with Qdoba and other Mexican food chains is buying real-estate. Every Mexican food chain wants to be in that ‘prime spot’; a place with not much competition and a lot of people. For example right now, the owner of the Bemidji Qdoba is looking to open another store in Duluth, MN. Not only is land expensive up there, but there is not another Mexican restaurant around the area which makes it possibly a very profitable place to start a store. Qdoba isn’t the only Mexican restaurant to notice this though; right now they are competing with Chipotle to get the best possible location in Duluth where they can maximize their profits. Qdobas main attraction for consumers is that it offers high quality food at a fast pace. It is especially alluring to those who have busy schedules and would like good, cultural food on their lunch breaks. If they really enjoy the quality of the food and service, they are more likely to keep coming back. Using social media sites such as Facebook also helps to attract customers and help them in making a decision to come to their restaurant. To alert younger generation customers of great deals and other offers, Qdoba uses Facebook to market the company. Deals include free drinks for students with every purchase and half-off priced meals Wednesdays; however, this second deal is only offered in Baltimore. Promotional Objectives and Marketing Plan Qdoba meets the rational appeal of the physiological need of appetite because the food they offer is practical and functional. It also meets the need of health because Qdoba’s main philosophy is their passion for fresh ingredients. One of Qdoba’s long term goals is for half of the Bemidji State University students to be familiar with the brand and to have been there at least once. Another long term goal for Qdoba is to offer delivery to the dorms so they can compete against other food delivery restaurants like Erbert and Gerbert’s Sandwich Shop.