MOE’S SOUTHWEST GRILL
FRANCHISING | FAST CASUAL | B2B AND B2C
Objective: Establish Moe’s as the fastest growing fast casual Fresh Mex concept while creating a halo effect for its parent, Raving Brands
Audiences: Prospective Franchisees | Franchisees | Consumers | Media
Tactics: Aggressive Trade Media Relations Program | Local Market Consumer Media Campaigns | National Industry Rankings and Awards | Leadership Executive Visibility | Franchise Sales Discovery Day Support
Results: During our five year run, Moe’s climbed from 50 to 350 stores with another 300 plus in development. We generated in excess of 300 million media impressions on the smallest budget among the top five competitors. We secured every major category award — 50 to Watch, Fast 50, Inc 500, Entrepreneur of the Year and the big award — Hot Concept of the Year. We raised Moe’s valuation which resulted in a $110M sale [signficant for a 7-year franchise concept]. Raving Brands would establish itself as the fastest growing restaurant portfolio in the industry.