News

Guests now viewing augmented reality artwork via Moe’s mobile app

August 19, 2016

Moe's Southwest Grill has created an augmented reality (AR) campaign around in-restaurant artwork featuring foodscapes, which it describes as stunning landscapes made with Moe's fresh ingredients, according to a company press release.

The six pieces of artwork that will be in its more than 650 locations by the end of the year pay tribute to the music pioneers of the past and present, according to the release. Sixteen years ago, Moe's founders honored musicians who consistently pushed the envelope with creativity and irreverence by giving the brand its name, which stands for Musicians, Outlaws and Entertainers.

The AR aspect will launch with "Foodstock," a salute to Woodstock, the legendary music festival that celebrates its 47th anniversary this week, and will eventually be incorporated into all of the pieces. The new AR-based art can be viewed through Moe's new Rockin' Rewards loyalty app and will give guests an opportunity to interact with the art and bring Moe's 20+ fresh ingredients to life through their mobile phones. Specifically, guests can leverage the AR feature to play the onion drums, see bees buzz and create melodies with Moe's 17 quintillion high-quality food combinations that customers can customize to fit their unique lifestyles and tastes, all while having fun, said Moe's Southwest Grill President Bruce Schroder.

"We don't take ourselves too seriously, but we are serious about serving food you can feel great about eating," he said. “For this reason, creating a way for our guests to continue to have fun, make music and engage with our food through the artwork, while emphasizing our 20 fresh ingredients and endless combinations was a natural fit for our brand."

Artist, photographer and director Carl Warner, who created these pieces of art, has long been inspired by Moe's fresh ingredients and innovative approach to the dining experience. Warner has been the creative mastermind behind the foodscapes ad campaign seen nationwide over the past two years, the first of which highlighted Moe's legendary Homewrecker burrito, with a "wrecking ball" avocado swinging through a house made of all-natural chicken, according to the release.

Moe's recently launched its rewards app, Moe's Rockin' Rewards, and is available to download on the app store or in Google Play for Android phones. The app allows guests to track points and progress, order online, access nutrition facts and receive tailored offers, according to the release.