Desert Moon announces franchising plans; challenges other fresh-Mex concepts

ORLANDO — Desert Moon, a fresh-Mexican restaurant based in New York, has announced it will franchise beyond the Northeast. The company recently signed area developer agreements for central and southern Florida.

 

The company believes it's ready to take on the fresh-Mex heavyweights like Moe's Southwest Grill, Chipotle and Qdoba. Desert Moon is targeting the "national brands" in its franchise marketing materials.

According to a recent news release, Desert Moon may be smaller than some of the other national brands, and in that smallness lays strength.

 

"Those companies are under pressure to open many restaurants quickly, sometimes to the detriment of their franchisees," said Gary Occhiogrosso, Desert Moon president and chief operating officer. "We are not under that kind of pressure. Our focus is to give our franchisees the tools they need to be successful."

 

Desert Moon Holdings Corp. currently operates and franchises 19 Desert Moon Fresh Mexican Grille locations in eight states.