DENVER Qdoba Mexican Grill has introduced its Kids Meal options, joining segment competitors in trying to appeal more to families with special menu items and deals for children.
To mark the occasion, Qdoba also will execute a “Kids Eat Free” weekend Dec. 19-20, offering one free kids’ meal to any child 12 or younger, with the purchase of one regular entree.
“We found that parents who come to our restaurants want fresh and nutritious choices for their children,” said Gary Beisler, chief executive of the more than 500-unit fast-casual chain, “and we found that children are engaged in making healthier meal decisions when they can be creative and make their own choices.”
Qdoba’s kids’ meal includes two price tiers. For a suggested $3.99, children can choose between a Lil’ Chicken Naked Burrito, a Lil’ Chicken Quesadilla or a single taco, plus one side item and one beverage. For $3.39, they can choose between a Lil’ Cheese Quesadilla or a vegetarian Naked Burrito, plus a side and a drink. Side item options include applesauce, beans and tortilla chips, while beverages being offered are juice, 1-percent milk or a small fountain drink.
This past fall, fast-casual Mexican leader Chipotle Mexican Grill expanded its test of kids’ menu items from its headquarters market of Denver to five other areas: Boston, Arizona, Wisconsin, Dallas and Sacramento, Calif. Chipotle also offered a free kids’ meal with the purchase of an adult entree one day a week in various markets.
Though Qdoba’s version of “nouveau fresh Mexican” cuisine is slightly less traditional and familiar than menus at other Mexican chains, developing kids’ meals to fit within that menu was “easier than you’d think,” said Ted Stoner, the chain’s director of strategic product development.
“There are so many ways to customize these meals,” Stoner said. “Every kid’s different, so this was about creating a vehicle for them to have what they want, and it lets parents build something healthier if they so desire.”
According to Qdoba, a kids’ meal made of the Lil’ Chicken Naked Burrito with black beans, cheese, lettuce and pico de gallo, served with applesauce and milk, has 310 calories. A meal comprising a chicken taco, with lettuce, cheese and pico de gallo, served with juice and a side of black beans, has 390 calories.
Stoner said Qdoba likely would evaluate the kids’ meal options twice a year and make changes to those items perhaps once a year. However, he added that because the menu allows for so much variety, “there’s not a need to tweak too much.”
Qdoba, a Denver-based subsidiary of San Diego-based Jack in the Box Inc., operates or franchises restaurants in 42 states and the District of Columbia.
Contact Mark Brandau at [email protected].
