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Moe's throwing queso shade at Chipotle - again
February 28, 2020
While McDonald's and Wendy's are engaged in a breakfast battle, Moe's Southwest Grill is throwing shade at Chipotle, which launched a new queso offering this week. Moe's customers who download the Moe's app and enter, "BestQueso" can get a free side of Moe's queso to "tase superior queso for themselves," Moe's President Erik Hess said in a company press release.
"At Moe's, we aren't afraid of competition," he said. " Moe's Southwest Grill has been reliably serving up the best queso for nearly two decades and we've got the loyal fan base to prove it. When we heard there would be yet another try at a new queso recipe on the market, we decided to remind our loyal customers and those who remain undecided what the gold standard of queso is all about."
Staying true to Moe's irreverent personality, the chain has partnered with influencer @dudewithsign (5.4M followers) to go after its competition in the form of saucy posts from @dudewithsign and @moessouthwestgrill.
The engagement on Moe's social channels has been its most successful organic social post to date. Moes stats include:
- Facebook breakdown: Likes: 5,500 Comments: 959 comments
- Instagram breakdown: Likes: 10,7000; Comments: 493
And @dudewithsign's stats include:
Instagram: Likes: 520,000; Comments: 2,686
This isn't the first time Chipotle has tried to offer queso, nor is it a first for Moe's calling out the chain. Chipotle tested queso in 2017 in NYC, and Moe's warned its customers of a "fake queso epidemic" in a not-so-subtle dig at Chipotle. Moe's gave free queso during that campaign as well.
Considering that Chipotle ended up not rolling out the 2017 queso nationwide and has since changed its recipe, it's safe to say Moe's won the first round.
Who will win round two?
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