Qdoba Mexican Grill(R) Franchise Launches National Campaign to Help Cure Burrito Boredom

Qdoba Mexican Grill(R) Franchise Launches National Campaign to Help Cure Burrito Boredom

Forms Food Lovers Fighting Burrito Boredom (FLFBB) to Provide Sufferers with Online Support Community, Self-Diagnosis Tools and Opportunities to "Win" Cures

DENVER --(BUSINESS WIRE)-- Qdoba Mexican Grill®, known for its wide variety of handcrafted, fresh and innovative Mexican cuisine options, announced today that it has created the advocacy group Food Lovers Fighting Burrito Boredom (FLFBB) to help educate diners about the warning signs and harmful effects of Burrito Boredom – a harrowing epidemic caused by repeatedly eating blah burritos without innovative flavors or creative menu options – and ultimately help eradicate it from the general dining population.

"A recent study released by J.D. Power & Associates found that one-half of customers of quick-service restaurants order the same meal each time they visit a particular restaurant chain," said Doug Thielen, Qdoba's manager of non-traditional media. "At some Mexican restaurants, customers get stuck in a rut ordering the same burrito because they don't have many choices – even though Mexican cuisine is known for a wide variety of flavors, spices and entrees. Thanks to FLFBB, we're able to provide Burrito Boredom sufferers an online community to learn more about this condition and provide an appetite-enlightening cure."

Burrito Boredom sufferers are encouraged to visit the FLFBB online community to receive one of thousands of coupons that will be distributed daily from the Food Lovers Fighting Burrito Boredom site. Visitors can view an educational Web series on the potentially harmful effects of Burrito Boredom, take a quiz that will help diagnose if they are a sufferer of Burrito Boredom and most importantly, find a cure by using the Meal Builder. The Meal Builder encourages visitors to explore tastes outside their comfort zone and discover how to build interesting, flavorful meals. Every guest who builds an unboring entrée will be rewarded with a coupon to Qdoba. Site visitors can also enter to win free entrees from Qdoba for a year simply by posting their own 15-second video about how Burrito Boredom has personally affected them. One lucky FourSquare user per day will also be selected for checking in from a Qdoba and mentioning how they beat Burrito Boredom. Guests can also share their involvement in the FLFBB community on Facebook and Twitter.

"Many people don't realize that Mexican food is much more than just tacos and burritos – the fare they find at typical chain restaurants," continued Thielen. "At Qdoba, customers can literally create hundreds of thousands of different meal options based on Qdoba's diverse menu of fresh, handcrafted flavors and unique entrees. From Mexican Gumbo™ to our latest Craft 2™ creations to our signature salsas and sauces, we're confident that our menu can cure anyone suffering from Burrito Boredom."

Since all Qdoba menu items are made fresh, guests can customize their order to fit their own nutritional needs and taste preferences. Guests can also check out Qdoba's nutritional calculator on its website that allows visitors to build, customize and calculate the nutritional value of every menu item.

Once diagnosed, Burrito Boredom victims have a limited amount of time to cure their condition. Coupons from the FLFBB support group will only be active until Oct. 1, 2010. Please visit www.foodloversfightingburritoboredom.com for more details.

About Qdoba Mexican Grill®

Qdoba Mexican Grill is an artisanal Mexican kitchen where anyone can go to enjoy a fast, handcrafted meal prepared with fresh ingredients and innovative flavors. Each Qdoba restaurant showcases food that celebrates Qdoba's passion for ingredients, a menu full of innovative flavors, handcrafted preparation and inviting service. Founded in Denver in 1995, Qdoba is among the nation's largest Mexican fast-casual chains with more than 500 restaurants in 43 states and the District of Columbia. Qdoba is a wholly owned subsidiary of Jack in the Box Inc. (NASDAQ: JACK). Franchise development rights exist for additional Qdoba Mexican Grill restaurants in areas throughout the nation.



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