Fast-casual chain Qdoba is launching an 11-market campaign focused on its spiciest queso yet, Queso Apocalypto, to capture the attention of younger generations.
The item will be promoted through various channels, emphasizing the chain's identity as a go-to for bold flavors, targeting the growing trend of spicy food.
Executive VP Brian Shembeda stated that innovative approaches beyond traditional advertising are necessary for growth, highlighting the need to engage consumers more effectively.
Research shows that 60% of Gen Z consumers prefer spicy foods, motivating Qdoba's introduction of Queso Apocalypto on National Queso Day as a strategic marketing move.
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