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Building for Flavor: Rebranding Qdoba

Peter Dixon (Prophet) explains the strategy behind the Mexican grill’s competitive refresh




With more than 670 locations throughout the U.S. and Canada, Qdoba Restaurant Corp. has embarked on a strategic brand positioning project to accelerate the growth of the national chain and dominate an untapped and underserved market segment. In his session at the 2016 International Retail Design Conference (IRDC) in Montréal, Dixon and his co-presenter, restaurant design lead for Qdoba, Katie Goldman, provided an overview of the new restaurant designs and some of the vision that went into the brand work — evolving everything from the logo and the menu to the chairs in the dining room.

For more information on IRDC 2017, Sept. 5-8, in New Orleans, please visit

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