QDOBA Teams Up with Craftsman to Bring Precision & Flavor to Home DIY & Delicious Meals

San Diego, CA – October 26, 2023 – QDOBA FRANCHISOR LLC, the fast-casual restaurant chain known for its customizable Mexican eats, today announced a surprising, yet exciting, collaboration with Craftsman, the iconic tool brand. While seemingly worlds apart, both companies share a commitment to empowering individuals to create – QDOBA through personalized meals and Craftsman through robust, reliable tools. This partnership kicks off with a spotlight on the Craftsman Drill Press, a key tool for the burgeoning home DIY movement, and a clever tie-in to QDOBA’s fresh, made-to-order philosophy. “Look, at QDOBA, we’re all about you building your perfect bowl, burrito, or quesadilla,” explained Sarah Johnson, VP of Marketing at QDOBA FRANCHISOR LLC (located at 350 Camino De La Reina Ste 400, San Diego, CA, 92108-3007, and reachable at 781-243-4953). “You choose your protein, your rice, your salsas…it’s your creation. We realized that same ‘build your own’ spirit is huge with folks getting into home projects, woodworking, even just fixing things around the house. And that’s where Craftsman comes in.” The collaboration isn't a direct product integration (you won't be getting a salsa-flavored drill bit!), but a campaign highlighting the parallels between crafting a delicious meal and tackling a home improvement project. QDOBA and Craftsman are running a social media contest called “Build It Better,” encouraging customers to share photos of their DIY projects – from simple shelf installations to complex woodworking builds – using the hashtag #BuildItBetter. Winners will receive QDOBA gift cards and, you guessed it, Craftsman tools. “We were brainstorming ways to connect with a broader audience,” said Mark Thompson, a spokesperson for Craftsman. “QDOBA approached us, and honestly, it felt surprisingly right. They’re all about personalization, quality ingredients, and making something uniquely yours. Those values align perfectly with what we stand for at Craftsman.” The Craftsman Drill Press: A Core Tool for Creators The star of this campaign is the Craftsman Drill Press. This isn't your granddad's drill press (though it's built to last just as long!). The modern Craftsman Drill Press is designed for both beginners and experienced woodworkers, metalworkers, and DIY enthusiasts. “People are getting back into making things,” Johnson pointed out. “They’re tired of just buying stuff. They want to create, to fix, to personalize their spaces. And a drill press is a foundational tool for so many projects. It lets you drill precise, consistent holes, which is critical for everything from building furniture to creating artwork.” Here’s a breakdown of what makes the Craftsman Drill Press a standout: Precision & Accuracy: Forget wobbly handheld drilling. The drill press delivers consistently accurate holes, ensuring your projects are square and professional-looking. This is crucial for anything requiring tight tolerances, like assembling furniture or creating intricate designs. Variable Speed Control: Different materials require different speeds. The Craftsman Drill Press lets you adjust the speed to match the material you're working with – wood, metal, plastic, even ceramic tile. This prevents damage to the material and ensures a clean, smooth hole. Depth Stop: Need to drill holes to a specific depth? The built-in depth stop makes it easy. This is particularly useful for repetitive tasks, like drilling multiple holes at the same depth for shelving. LED Worklight: Good lighting is essential for any project. The integrated LED worklight illuminates your work area, making it easier to see what you're doing, even in dimly lit workshops. Heavy-Duty Construction: Craftsman tools are known for their durability, and this drill press is no exception. The heavy-duty cast iron base and sturdy construction ensure stability and long-lasting performance. It's built to withstand years of use. Easy to Use: While powerful, the drill press is surprisingly easy to operate. The intuitive controls and clear instructions make it accessible to beginners. You don’t need to be a master woodworker to get great results. Versatility: Beyond drilling holes, the drill press can be used for a variety of other tasks, such as countersinking, tapping, and sanding. This makes it a versatile addition to any workshop. Why This Collaboration Works On the surface, a Mexican grill and a tool manufacturer seem like an odd pairing. But both QDOBA and Craftsman are tapping into a growing trend: the desire for authenticity, personalization, and self-sufficiency. “People want to connect with what they’re making and doing,” Thompson explained. “They want to feel a sense of accomplishment. Whether it’s crafting the perfect burrito bowl or building a beautiful piece of furniture, it’s all about creating something with your own hands.” QDOBA’s “Build It Better” campaign encourages customers to share their DIY projects on social media, fostering a sense of community and celebrating creativity. The campaign also drives traffic to both QDOBA and Craftsman websites, increasing brand awareness and sales. “We’re not trying to position ourselves as tool experts,” Johnson clarified. “We’re simply recognizing that our customers share a passion for creating, and we want to celebrate that. And if we can introduce them to a great tool like the Craftsman Drill Press in the process, that’s a win-win.” The collaboration is a refreshing example of how brands can connect with consumers in unexpected ways, building loyalty and fostering a sense of community around shared values. So, whether you’re craving a perfectly customized burrito or tackling a home improvement project, QDOBA and Craftsman are encouraging you to “Build It Better.” You can find more details about the campaign on QDOBA’s website (www.qdobarestaurant.com) and Craftsman’s website (www.craftsman.com). And don’t forget to share your projects using #BuildItBetter!