Quesada Burritos & Tacos

The Situation

Quesada Burritos & Tacos is a Canadian owned and operated fast casual restaurant chain. The chain launched in 2004 with a single location in downtown Toronto and in 2010 it began to offer franchises across Canada. In early 2014, when Field Day was contracted as Agency of Record after a competitive review, the chain had grown to 14 locations. Senior management realized that in order to spur future growth, the chain's original branding, image and positioning needed an overhaul. Field Day conducted research to determine consumer attitudes towards fast casual dining and to gauge awareness of Quesada's product offering. As a result of the research, we developed new brand positioning, logo, tagline and creative platform. The brand platform was launched in June 2014, and Field Day continues to develop communication strategies for Quesada, and to manage all of Quesada's advertising and promotions. Since the launch of the new branding, Quesada has grown to more than 40 locations across Canada, with an additional 30 locations in development.

Our Strategy

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." 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 was 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. 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 in 2015/16. "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."

What we did:


Extensive research to determine consumer attitudes about fast food and to gauge awareness of Quesada.


New tagline, messaging and graphic environment, and a revamped logo.


Advertising, website, social content creation, in-store collateral and signage, promotional campaigns.
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