Behind the Scenes: Creating the Qdoba Quick Draw

Mar 31,0202

At UMI, we understand that great ideas depend on great execution –– and the creativity it takes to get there. We work with (and prospect) brands across all industries. While every project we tackle is different, the passion we bring to everything we do is unwavering!

We recently had the chance to bring that passion to bear on a fun project targeting Qdoba –– a card game based on the family-classic Spot It!, but customized with Qdoba-specific images and full of their branding. Let’s take a peek behind the curtain and see what it looks like when our team takes a fun idea from design to creation.


We are always thinking outside the box, much like our prospect Qdoba!. At first, we weren’t sure what would help us stand out in a sea of sales outreach emails and templated LinkedIn messages. How do we show a brand we know them, maybe even as well as we know ourselves? Everything starts with understanding your target audience and determining the best ways to engage with them. 


We began tossing around the idea of using Qdoba’s menu and showcasing some of their brand specific lingo. During our initial brainstorming session, lightning struck when one of us happened to notice the card game, Spot It!, in the office. Inspiration was instantaneous: we knew we had to create a version just for Qdoba.

Sounds simple enough, right? Not so fast! For the uninitiated, Spot It! is a matching card game with internal mechanics governed by a surprisingly complex mathematical structure. It has a fascinating history, too! It’s a lot of fun to play, but creating a new take on it wasn’t an easy task.   

We worked for weeks trying to nail down all the details. We wanted to be sure we found ways to meld our message with Qdoba’s voice and branding, but we also needed to create a playable game.

Nothing worth doing is ever easy. Inspiration and creativity were just the beginning of a dynamic, fluid, collaborative process that involved people from every department at UMI. From key accounts to marketing to account services, we constantly utilize the whole team’s experience to develop great ideas that break through the noise. These ideas are the ones that really work!

Do you have an idea for a show stopping promotional item but aren’t sure how to bring it to life? UMI can help. Get in touch with our team and tell us what you’re thinking. We’ll bring 20+ years of experience and a vast supply chain network –– and maybe even chips and queso.

We Want To Hear From You!