Daily Insights

Clothes With a Side of Queso

By: Mackenzie Baker | Feb 12, 2020

Tex-Mex restaurant Moe’s Southwest Grill is entering the apparel industry. 

Following in the footsteps of Dunkin’ and McDonald’s, Moe’s has released its own online pop-up shop. The Moe Monday Collection is full of branded merchandise paying homage to the fan-favorite restaurant deal for which it’s named. Moe’s Monday is a restaurant deal that lets customers get a burrito with chips and salsa for $5.99 every Monday. In the pop-up shop, customers will find hoodies, mugs, socks and more—all decked out in graphics such as “Moe Mondays Are My Love Language” and “Will You Accept This Burrito?” Moe’s created the store after fan interest generated online—the company then took to Twitter to get fan suggestions for what products they’d like to see in the shop, some of which have made the final cut. 

The pop-up shop is online only and all the products are in limited quantities. This is a popular tactic among restaurant brands releasing merchandise as it builds up anticipation online where chain restaurants can amass cult followings. Restaurants can benefit from creating new promotions around core menu items, like Moe’s is doing with its Monday burritos, according to a Gartner report, as fans grow connected to their favorite restaurants mainstay items. 

Moe’s online shop has items for burrito fanatics of all ages and is a reminder of the brand’s fun, family-friendly distinction. For now, online pop-up shops for superfans have welcomed another restaurant into the club as the trend continues to rise.