Moe's Mission

I have loved Moe’s Southwest Grill ever since middle school when they opened a restaurant up less than a mile from my house. Moe’s opened their first restaurant in Atlanta in 2000 and are also headquartered there. They now have expanded to have locations all over the nation, heavily in the southeast.

Moe’s has made a reputation for their enthusiasm and friendly environment. Each time a customer enters the restaurant an employee shouts out “welcome to Moe’s!” Not every restaurant instructs their employees to full-heartedly greet each of their customers every time they come in the door, and I think this aspect really sets them apart from the competition. People take notice of the little things and I think this type of hospitality is truly remembered by customers. Moe’s advertises their brand as a warm and friendly atmosphere where a loud welcome is all part of the experience. Even their decor and menu items reflect Moe’s excitement and enthusiasm. Moe’s is decorated with bright colors and lots of patterns. I think this colorful and crazy design really ads to their fun environment. In addition the names of the items on the menu are all corky and amusing which also plays up their fun image. I think one of the most successful advertising technique Moe’s uses is “word of mouth.” Whenever someone dines at Moe’s they want them to have a positive customer experience that is unique compared to all the others they have had before. They want their customers to be able to easily absorb their friendly environment and spread the word about it.  Moe’s has trademarked themselves as a fun and friendly restaurant and this is clear in all of their advertisements and branding efforts.

Another reputation that Moe’s has is for their healthy and fresh dining options. Moe’s prides itself on their low calorie offering as well as their 20 plus all-natural ingredients that can be added onto menu items.  One of the reasons I love Moe’s is because it not only tastes good, but I can really tell how fresh their food is. The president of Moe’s has declared that they are on a mission to improve the healthiness of their food. This is why they created the “Moe’s Food Mission Wheel” as shown bellow:

This was created to showcase their healthy menu and to prove how fresh their ingredients are. In addition Moe’s wanted to cater to their customers who are vegetarians, gluten free, or who have food allergies.  This food wheel does a good job displaying their healthy and fresh menu.

Earlier this year Moe’s also created a YouTube campaign that goes about advertising their fresh ingredients in a different way. Take a look at the clip below:

This video “Microwaves Ruin Everything” was made by Moe’s to emphasize that their ingredients are made fresh daily, while other competitors use frozen ingredients and just microwave them. This campaign demonstrates this detail in a unique and funny way. It’s not something that anyone should try at home but this video has caused a lot of attention and it definitely gets the message across. However some might say that using YouTube for advertising is not effective. YouTube is commonly recognized as a website that is for younger people and is used for entertainment purposes only. But I think Moe’s made a good move by putting this video on YouTube, it has gotten almost 2 million views. They did a good job using entertainment to advertise and also educate all ages about their food.

In this article, the president of Moe’s speaks about the two most important aspects of their reputation. He quotes below:

“Since Moe’s always strives to give our customers the highest-quality service we wanted to begin incorporating the highest-quality ingredients, too, so that we were treating our food like we treat our customers.”

Moe’s is all about their food and their environment. Moe’s is one of the newer chain fast food companies out there, but they have done an excellent of advertising their brand. They make it very clear what is important to them and what they what to be known for.