Envoy Newsbreak

With three existing locations in Omaha, Qdoba Mexican Grill needed a unique approach for its fourth store opening. Qdoba called upon Envoy, Inc. to help strategize and implement a local public relations program to increase awareness of the new location, drive attendance to the new location’s grand opening benefit party and create positive buzz throughout the Omaha media.

Envoy created a campaign better known as the “Naked Burritos” (a signature offering on Qdoba’s menu – a burrito made in a bowl, sans its shell). Envoy dressed four willing students as actual human naked burritos. These students donned outfits made of metallic silver fabric and nude bodysuits and hand delivered media kits filled with a news release, fun burrito facts sheet and naked burrito bars.

As a result of the naked burrito efforts, Qdoba had its most successful turnout to date at a grand opening benefit party for the Cystic Fibrosis Foundation. Over 300 people attended and $1500 went directly to the foundation.

“This was the best-attended event we’ve seen so far and Qdoba did an excellent job of keeping up with the crowd,” said Jill Johnstone of the CFF. In addition, Qdoba’s other locations experienced an increase in sales, thanks to the public relations efforts. Operating Partner Tony Page noted that another location had a 30% increase in sales – the best the location has done since it opened.

To find out more about Envoy’s public relations efforts, contact Kathy Broniecki at kbroniecki@envoyinc.com.