Qdoba built its counter-service identity around a small act of abundance: the guacamole and queso are included. Now the 31-year-old chain is turning that promise into a franchise-led campaign to nearly double its footprint.
The Mojave taco stand that grew into America's number-two Mexican drive-thru now serves fries next to burritos, runs a loyalty app with four heat-rated tiers, and just changed hands for the second time in three years.