Qdoba reworks menu pricing in brand revitalization effort

Qdoba reworks menu pricing in brand revitalization effort

The new format comes as analysts speculate about a potential spinoff.

Qdoba Mexican Grill has reworked its menu pricing as part of a brand repositioning intended to bring the fast-casual chain back to life.

The 638-unit chain, part of San Diego-based Jack in the Box Inc.’s portfolio, conducted guest research that found that diners felt “nickeled and dimed” when asked to pay extra for items such as guacamole or its popular queso sauce. That added up to $1.50 more per serving with certain dishes.

“They also felt the menu was overly complex

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