Daily Insights

Hungry to Help

By: Mackenzie Baker | Apr 20, 2020

Through its new market, Moe’s Southwest Grill is helping families across the country create their own Tex-Mex feasts. 

Moe’s is joining the list of quick-serve restaurants transforming their business during the Coronavirus pandemic. To lend a hand, Moe’s is turning its restaurant locations into grocery markets so customers can buy fresh ingredients in bulk and recreate their favorite dishes at home. Ingredients for sale include all of the brand’s prepared meats, rice, beans, tortillas, salsas and guacamole, and the fan-favorite queso. The brand is calling the impromptu grocery store “Moe’s Market” and has created a special ordering tab for it on the brand app as well as on its website for delivery or pick-up. Customers have to place orders two hours in advance and each order made on the app earns them redeemable “Moes Rewards”—by offering rewards, Moe’s could further incentivize customers to download its app, according to a Gartner report on the topic. 

Moe’s is cooking up creativity on social media as well. On Instagram and Twitter, the brand is posting recipe videos for popular menu items, further promoting the “Moe’s Market”. In addition to the food content, the restaurant created a “Good Neighbor” social media campaign to enlist its franchisees to demonstrate what it means to be a good neighbor during the pandemic and provide tips on how viewers at home can help. Each Friday, the brand will spotlight a new franchisee on its social channels. The rollout features a thank you video to show appreciation to customers helping during this time. Moe’s is running the two-minute spot across social media with the sentimental message, “You got this, we got this. We’re all in this together. Welcome to Moe’s.” 

Moe’s is supporting its local communities online and offline through its new marketplace and social media campaign with a message. While people across the country try to navigate these uncertain times, Moe’s theme of good neighbor-ness could bring people together even while they’re apart.