Toronto, Ontario, June 20, 2014 - Tom O’Neill, President of Quesada Franchising of Canada Corp. announced the company has revamped its marketing direction and menu as part of its aggressive growth strategy. The new brand platform was developed by their agency of record, Toronto-based Field Day Inc.
The new tagline, “The Joy of Mex”, is the central theme of the new brand platform. “The tagline speaks to the entirety of the Quesada experience, from the food to the service,” says Andrew Arntfield, President of Field Day. “It’s a pleasurable, sensual, joyful taste experience. We surveyed nearly 2,000 consumers who said the most important factor in their choice of QSR was taste. Quesada’s taste is distinct from the competition. It’s lighter and fresher with unique flavour profiles. For example, the salsas and guacamole are made fresh in-store each day, and Quesada’s burritos use whole black or pinto beans instead of refried beans.”
The new brand creative platform reinforces the light, fresh, joyful experience. The creative focuses on product photography including the fresh ingredients in each product. The rebrand is being rolled out to all 33 Quesada locations and includes all consumer-facing aspects of the brand including a revised logo, re-skinned website, menus, in-store POP and advertising. “The new look more accurately reflects the clean, fresh taste of our food. We’re pleased with the response from both franchisees and our customers,” says Steve Gill, Founder & CEO of Quesada.
“The Joy of Mex is an attitude, and you’ll see Quesada’s positive, progressive, healthy brand position reflected in all of the marketing and communications,” says Arntfield.
Field Day is now developing strategies to bring “The Joy of Mex” to life via an enhanced online presence, including SEO, social, paid and earned media, and various promotions that will be rolled out through 2014.
“There’s an opportunity for Quesada to own the Mexican QSR category in Canada,” says Arntfield. “It’s a fast-growing category with numerous players, but Quesada has a unique story to tell with strong consumer emotional appeal. The rebrand has differentiated Quesada from other Mexican QSRs, and the subsequent marketing push will help to generate national awareness and drive store traffic.”
About QUESADA Burritos & Tacos Franchise
Quesada is a Canadian-owned and operated, affordable, fast casual restaurant chain with hands-on, ground floor opportunities and established operating systems. It’s home of The Famous Big Ass Burrito, and proudly offers “Made Fresh For You” salsas and sauces for a distinctive OH-WOW taste kick.
Quesada offers the unique One Bite Guarantee: with one bite, you’ll know: no burrito tastes better, or your money back. O’Neill says, “When we introduce prospective Franchisees to our restaurants, the most persuasive moment occurs when they take their first bite”.
About Field Day Inc:
For 25 years, Field Day has been putting the leading lifestyle and entertainment brands in play.
Field Day’s expertise is in understanding the motivations of the lifestyle and entertainment consumer and developing strategies to drive engagement and brand affinity. Field Day works with numerous lifestyle brands across North America including the Canadian National Exhibition, SiriusXM Canada, Warner Home Video, and the Toronto Symphony Orchestra.