QDOBA Bets on Turkey Trots to Boost Loyalty, Brand Awareness

NEW YORK, NY – November 17, 2025 – QDOBA is launching a quirky Thanksgiving campaign, challenging participants in popular Turkey Trots to embrace their inner burrito. The fast-casual Mexican chain hopes to generate social media buzz and strengthen its loyalty program through the ‘QDOBA Turkey Trot Challenge.’

A Novel Approach to Holiday Marketing

The campaign asks runners to dress as QDOBA burritos – essentially wrapping themselves in branded foil blankets (being distributed at the 52nd Mile High United Way Turkey Trot in Denver) – and share photos on Instagram using the hashtag #QDOBA_Giveaway while following the @QDOBA account. Participants are entered to win a $700 QDOBA gift card (equivalent to a year's worth of burritos) or receive a free burrito reward in their QDOBA Rewards account.

“We wanted to find a way to inject some fun into a beloved Thanksgiving tradition and connect with our customers in a memorable way,” a company spokesperson said. “This felt like a natural fit for our brand personality and an opportunity to generate user-generated content.”

The move represents a shift in strategy for QDOBA, which recently embarked on a national marketing campaign to increase brand awareness. According to industry analysts, the increasing competition within the fast-casual sector necessitates innovative marketing approaches to stand out.

Leveraging Experiential Marketing & Local Events

The ‘Turkey Trot Challenge’ demonstrates a growing trend in experiential marketing, where brands focus on creating memorable experiences for consumers rather than simply relying on traditional advertising. “Consumers are increasingly seeking authentic and engaging experiences,” explains a marketing consultant. “Brands that can tap into those desires are more likely to build lasting relationships.”

QDOBA’s decision to focus on Turkey Trots, a uniquely American Thanksgiving tradition, is also noteworthy. Turkey Trot participation has surged in recent years, with over 1.1 million runners participating in organized events in 2024 - a 21% increase over the previous year. The campaign strategically aligns with a pre-existing, highly-engaged audience.

The Mile High United Way Turkey Trot in Denver, where QDOBA will distribute branded foil blankets, is a particularly significant event. Now in its 52nd year, the trot draws thousands of participants and serves as a cornerstone of the local community. One Denver resident commented, “It’s great to see a national brand investing in a local event like this. It shows they care about more than just profits.”

The Loyalty Program Play

Central to the campaign’s success is the QDOBA Rewards program. The free burrito reward for participation incentivizes sign-ups and encourages existing members to engage with the brand on social media. The campaign also aims to increase overall awareness of the rewards program, which has seen increased sign-ups since its relaunch in February 2022.

“Loyalty programs are essential for retaining customers and driving repeat business in the competitive fast-casual space,” explains a retail analyst. “QDOBA’s strategy of rewarding participation through the program is a smart way to build lasting relationships.”

Industry data suggests a strong correlation between loyalty program participation and customer spending. A recent study found that loyalty program members spend up to 50% more than non-members. QDOBA hopes the campaign will translate into increased sales and a higher customer lifetime value. The company reports a significant increase in weekly sign-ups following the redesign of its rewards program, indicating a strong appetite for loyalty initiatives among its customer base.

Competitors like Chipotle, while not running similar Turkey Trot-themed campaigns, consistently focus on building customer loyalty through various means, including digital ordering and personalized offers. However, QDOBA’s campaign stands out for its unique and playful approach. Other chains seem to be sticking to standard promotional deals around the holidays, leaving room for QDOBA’s campaign to capture attention and generate a distinctive brand image.

According to the official rules, the $700 QDOBA gift card can be used at participating locations in the US, with standard gift card restrictions applying. Rewards earned through the QDOBA Rewards program are subject to terms and conditions outlined in the program agreement. The company emphasizes that all prizes and rewards are non-transferable and have no cash value.

The success of the ‘QDOBA Turkey Trot Challenge’ will likely be measured not only by social media engagement but also by an increase in QDOBA Rewards program membership and, ultimately, a boost in sales.