9Rooftops | Agency Profile, Contacts, AOR, Client Relationships
Service: full service agency
- Main Telephone
- (412) 562-2000
9Rooftops Contacts
| Name | Title | State | ||||||||||||
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| Bob B. | Associate Buying Director | PA | ||||||||||||
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| Kristina K. | Senior Manager, Public Relations | PA | ||||||||||||
| Matthew W. | Media Associate, Strategy | PA | ||||||||||||
| Brandon W. | Senior Graphic Designer | PA | ||||||||||||
| Josh B. | Vice President, Group Creative Director | PA | ||||||||||||
Client Relationships
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Qdoba to be acquired by Butterfly Equity (Score 52)
not disclosed, but it is expected to close in Q3. Apollo Global Management purchased Qdoba from Jack in the Box for $305m in 2018. Qdoba will merge with Butterfly's Modern Restaurant Concepts (MRC) platform, which includes Modern Market Eatery and Lemonade. Qdoba's CEO, Keith Guilbault, will join MRC as co-CEO. This news comes as Qdoba focuses on expansion. The chain currently operates close to 750 Mexican restaurants and it plans on opening 60 more this year. Then it will really ramp its efforts as it plans on opening between 100 to 120 locations a year.
According to Pathmatics, Qdoba earned 501.4m impressions YTD through Facebook ads (57%), Instagram ads (32%), desktop display ads (6%), desktop video ads (2%), mobile video ads (1%) and mobile display ads (1%). It placed the majority (95%) of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, wuxiaworld.com and tickld.com. It placed the remainder (5%) indirectly through Google AdX+AdSense and MaxPoint Interactive onto sites such as wuxiaworld.com, looper.com, thesaurus.com, slickdeals.net and tickld.com. It spent around $3.7m on digital display ads YTD, a slight (9%) increase from $3.4m spent in this channel during the same time period of 2021. Full-year spend dropped by 14% from $7m in 2020 to $6m in 2021.
Sellers-- Qdoba appears to be targeting Gen-Zers and millennials. It reaches these consumers primarily through digital display ads. It also invests in OOH and local broadcast TV ads, per Kantar. Click here to use Qdoba's location finder to see where you may be able to offer local ad space. Remember, the chain has aggressive expansion plans over the next few years, so it will likely ramp up ad spend to promote new locations. Sellers should reach out to offer ad space.
Agency & martech readers-- Qdoba currently works with media AOR 9Rooftops. The chain's new leadership may decide to review Qdoba's agency roster, so I advise readers to get in touch to see if you can pick up any of its business. I recommend offering PR assistance and to focus your pitches on helping it promote new locations.