Qdoba Needed Personality

In 2014, Qdoba, was looking to differentiate itself in an increasingly challenging space. There was a need to develop a unique personality and approach that could keep the company unique.

Working with a brilliant design team at Prophet, I collaborated with my then director to develop a brand persona and voice for Qdoba that would have far-reaching implications.

Developing a brand persona is like developing a unique personality, complete with personality traits, behaviors, and a point of view. Using the brand strategy we developed, our team shaped a persona with edge, sophistication, and a communal spirit. We called her the Quentessa.

We went deep with the Quentessa, developing catchphrases for her, a perspective about what her apartment would look like, and how she saw the world. We developed this character, not as a mascot for Qdoba, but to represent who the brand could be at its core. Essentially, giving the brand's communicators a clear set of behaviors and personality traits they could refer to and determine whether or not a move, behavior, or message was on or off Brand.

It worked. With features in Fast Company and the Colbert Report, it was clear our persona was having an impact. It informed the design of stores, brand messaging, and the bottom line.

With the Quentessa came an insatiable taste, for life, and the flavors of living. Visit Qdoba today, and you’ll see the sentiment we created that sat at the center of the Qdoba experience: taste everything.