Leo Burnett and QDOBA Introduce the Brand’s Spiciest Offering Yet

In an exciting collaboration, QDOBA and Leo Burnett are elevating the brand's dining experience with the launch of Queso Apocalypto, a limited-time offering (LTO) designed to captivate the taste buds of Gen Z and younger millennials for this year's National Queso Day.

Backed by a survey from NC Solutions revealing that over 60% of Gen Z consumers prefer spicy foods, Queso Apocalypto is designed to meet this growing demand for bold and spicy flavors. This unique offering includes a tantalizing mix of Queso Diablo, fiery hot crunchies, salsa roja, habanero salsa, and pickled jalapeños, ensuring a flavor-packed experience, capitalizing on the brand's queso-cult following.

"Today's market demands more than just advertisements; it requires innovative, engaging experiences that resonate with consumers," said Brian Shembeda, EVP, Executive Creative Director at Leo Burnett. "For National Queso Day, we wanted to create something extraordinary. Queso Apocalypto is a bold, spicy alternative to QDOBA's award-winning queso, designed to thrill and excite our loyal customer base."

The launch is supported by a multi-channel campaign and will unfold across social media, digital, and influencer partnerships.

QDOBA will also roll out a new brand campaign across 11 key markets, beginning September 30, with a full national launch planned for 2025. This will mark QDOBA's first major national campaign, reinforcing its position as a leading fast-casual Mexican restaurant.