RISE - Menu Monitor

Qdoba Mexican Grill
Headquarters
4865 Ward Rd. Suite 500, Wheat Ridge, Colorado 80033 USA
Tel: (720)898-2300 Fax: (720)898-2396
www.qdoba.com
Ownership: Private
Segment: Limited Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 266,000 186,300 133,000
Company-owned ($000) 60,000 46,800 38,000
Franchised ($000) 206,000 139,500 95,000
U.S. Number of Units 318 237 177
Company-owned 67 57 47
Franchised 251 180 130
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 955 900 850
Concept Positioning |
Qdoba Mexican Grill is a national chain of limited-service restaurants offering fajitas, tacos, specialty salsas and large,
signature burritos in a fast-casual format. Open daily, sales from its lunch and dinner dayparts are almost evenly divided with
lunch accounting for 52% of sales and dinner accounting for 48%. Owned by public company Jack in the Box Inc., Qdoba's
hundreds of locations are franchised nationwide.
The average Qdoba unit measures approximately 1,800–2,000 sq. ft. and seats 30–50 patrons. Interior décor features colorful,
modern touches, representing a shift from its previous design package. New elements include stainless steel-topped tables
and seating made from blond wood.
Anthony Miller and Robert Hauser opened the first Qdoba restaurant in Denver in 1995 under the name "Zuma-A Fresh
Mexican Grill.” Its first unit generated $1.5 million in first year sales, while only costing $200,000 to build. In 1997, the company
changed its name to Z-TECA Restaurants, L.P. and began opening units under the name Z-TECA Fresh Mexican Grill Z-
TECA Restaurant Corporation was formed that same year to continue the operations of the partnership. In late 1999, the
company again changed its name to Qdoba Restaurant Corp. in order to have a more distinct name as it entered into new
markets; therefore, the concept name was changed to Qdoba Mexican Grill. In 2003, San Diego-based Jack in the Box Inc.
acquired Qdoba for $45 million. Qdoba estimates the launch of up to 90 new locations through 2007. The company is actively
seeking multi-unit development partners to fuel its growth.
Menu Positioning |
Qdoba Mexican Grill offers one lunch and dinner menu featuring jumbo-size burritos that weigh in at a pound and a quarter,
along with fajitas, tacos, salads and teca bowls, made with a base of cilantro rice and filled with a variety of ingredients. Eleven
burritos are offered ranging in price from $4.25 for the vegetarian, a basic rice and bean burrito with 100% vegetarian
ingredients, to $5.25 for the TECA fresh, a burrito filled with a choice of steak or chicken, topped with guacamole, tomato
salsa, cheese, lettuce and choice of extra salsa. No beans or rice are added to this burrito. Signature items include Fajita
Ranchera Burrito, Chicken Mole Burrito and Steak Quesadillas. No alcohol is served. Healthy options include Grilled Veggie
Naked Taco Salad, Naked Burrito and Poblano Pesto Naked Burrito. Kids’ menu offerings are Taco, Cheese, or Chicken
Quesadilla. Meal prices range between $1.49 and $6.19. Checks average $6.50.
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