Officials at Qdoba Mexican Grill were pretty sure the brand’s latest digital campaign was the cure for what ailed its customers. However, those guests weren’t aware they had something wrong with them until Qdoba invented the affliction: Burrito Boredom.
When a new Freebirds World Burrito unit is about to open, fervent fans frequently pitch a tent city on the grounds in order to be among its first patrons. And this year, as the chain doubles in size, fandom has been especially intense.