Franchising

50 Atlanta-based Moe's locations undergo makeover

Provided

July 8, 2021

Moe's Southwest Grill has remodeled more than 50 restaurants in Atlanta. Home to Moe's and the brand's largest market, Atlanta is the latest city to experience Moe's evolution following refreshes in Nashville, Charleston and Rochester, New York, according to a company press release.

The updated stores feature dedicated off-premise service lines to support growing digital business driven by online orders and an increase in catering demand. Additional upgrades include new front and back-of-house designs, exterior signage, logo and menu boards, as well as a new POS system to make checkout faster and more secure, Alex Williams, chief brand officer, said in the release.

"It's important that we continue to invest in our brand to remain relevant and increase guest accessibility," he said. "Our refreshed look and feel in Atlanta will provide our loyal fans the opportunity to experience a modern Moe's that still offers the familiar menu items they crave. The Moe's brand has been beloved for more than 20 years and we're excited to present a design that matches the 'Welcome to Moe's!' energy and enthusiasm we've conveyed for two decades."

In addition to an improved aesthetic, Moe's evolved design is yielding good results for franchisees. Locations in Nashville and Rochester, for example, are showing positive sales growth and traffic. A new service training program — W2M — will also help franchise owners maintain a welcoming environment for guests and team members. Additionally, Moe's launched Kids Eat Free nationally in April to drive family dining on Sundays, Williams said.

"I've spent everyday for the last 12 years inside a Moe's restaurant hearing our crews proudly shout 'Welcome to Moe's!' to each and every guest," said Mark Monroe, a Moe's franchisee. "That famous greeting has stood for the promise that everyone is welcome at Moe's. This modernization effort is imperative to making sure that we provide our loyal guests with a more seamless online ordering experience, updated interiors with engaging in-store graphics showing our bold personality and a new logo - all while serving the same delicious food they crave and greeting them with the familiar 'Welcome to Moe's!' that started it all."

Moe's Southwest Grill is also investing in consumer-focused innovation to remain competitive in the growing fast casual space. The brand recently updated its app to focus on the digital ordering experience and features a loyalty program with offers tailored for its guests. Moe's is also piloting a new beverage offering and has plans to roll out LTO menu items throughout the remainder of the year, the most recent LTO being the Buffalo Queso Taco.

Moe's Southwest Grill has more than 700 restaurants in 40 states and is part of the Focus Brands family of brands, which includes Auntie Anne's, Carvel, Cinnabon, Jamba, McAlister's Deli and Schlotzsky's.