RISE - Menu Monitor

Moe's Southwest Grill
Headquarters
200 Glenridge Point Parkway Suite 200, Atlanta, Georgia 30342 USA
Tel: (404)255-3250 Fax: (404)255-4978
www.moes.com
Ownership: Private
Segment: Limited Service Mexican
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 273,000 206,000 124,000
Company-owned ($000) 1,000 1,000 1,300
Franchised ($000) 272,000 205,000 122,700
U.S. Number of Units 342 280 200
Company-owned 1 1 1
Franchised 341 279 199
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 900 900 900
Concept Positioning |
Moe’s Southwest Grill is a limited-service Mexican concept. The chain is owned by FOCUS Brands Inc. and operates 345
units across the U.S., one of which is company-owned.
The company looks for freestanding sites and food court and shopping center locations. Units average 2,100 sq. ft. with
seating for approximately 60–80 guests. Hardwood floors and subtle yellows, pinks and purples as well as soft rock music
playing in the background create an upbeat and inviting atmosphere. The concept’s layout follows the “build-your-own burrito”
methodology, with customers placing their orders at a counter and following the creation of their burrito or taco as they
progress through a cafeteria-style line.
Moe’s Southwest Grill first opened in 2000 in Buckhead, GA, by Raving Brands founder Martin Sprock. Moe's has recently
singed agreements with franchisors to launch more than 600 new units nationwide. In 2007, Raving Brands announced the
sale of Moe's to private equity firm Roark Capital Group's subsidiary, FOCUS Brands Inc. Terms of the sale, which will be
completed in 2007, have not been disclosed. Moe's joins Schlotzsky's, Carvel Ice Cream, Cinnabon and Seattle's Best Coffee
International in FOCUS' portfolio of concepts.
Menu Positioning |
Moe's Southwest Grill is open for lunch and dinner and offers traditional southwestern and Mexican fare such as burritos,
tacos, quesadillas, nachos and fajitas, as well as appetizers, salads, sides and beverages. Its signature item is the burrito, with
protein options of steak, chicken, ground beef, fish or tofu. Menu items have quirky names that pay homage to TV shows such
as Friends and Seinfeld, and movies like Eddie Murphy's remake of the Nutty Professor. Popular menu items include Art
Vandalay (burrito)—rice, beans, shredded cheese, salsa, sour cream, guacamole and lettuce; I Said Posse (quesadillas)—
shredded cheese, beans, sautéed vegetables, side of salsa and sour cream; Ruprict (nachos)—beans, melted cheese, salsa,
jalapeños and black olives; and the Alfredo Garcia (fajitas)— choice of chicken, steak or tofu with lettuce, salsa and shredded
cheese. All burritos and tacos come with a choice of black or pinto beans and grilled chicken, steak or tofu, and tacos are
available with hard or soft shells. Dishes come with crispy tortilla chips on the side. Alcoholic beverages include beer and
“Moe-Ritas” (margaritas). Kids, takeout and catering menus are available. Menu prices range from $2.39–$7.99. Checks
average $6.
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