This fighting Mexican chain makes main changes
Including the launch of a new range of desserts.
With regard to occasional fast Mexican channels, America has several options is widespread.Grill Moe South West, Without the greatest, is certainly there with its more than 700 locations in dozens of states. However, the family atmosphere brand has been struggling during the pandemic and even dragging competitors who are also serving a Mexican-inspired menu.
According toRestaurant BusinessThe chain sales dropped by more than 23% at $ 560.6 million from 2019 to 2020. The chain closed nearly 6% of its restaurants during the same period. In comparison, Chipotle increased its footprint by approximately this amount during this period.
In order to invigorate their call with customers, MOE is just revealed plans to modernize several aspects of its activities, from its restaurants to its menu, to attract their target demographic-busy families.
Here are some of the modifications of the channel announced.
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A Redefined Customer Travel
According toRestaurant Business, The chain works on a new restaurant prototype that goes hand in hand withRecent trends in the industry. The news of MOE sites about 1000 square feet smaller than their current restaurants, and will feature driving and focus on digital controls. "We try to redefine all customer travel for the way customers use MOE," Alex Williams brand officer told the publication.
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A new look for existing sites
In addition to the new restaurant prototype, which will take some time to implement, the chain is the remodeling of the dozens of its sites across the country. Some 30 locations have so far been rescheduled with new colors and logos and additional mounting lines for digital controls only. In the Atlanta area, where the brand is upgraded will soon include 50 other restaurants.
A menu redesign
And what is a refresh of the mark without addition to the menu. According toRestaurant BusinessYou will soon see new limited offers in time, new beverages such as tea, lemonads and ice drinks, and a brand new dessert section at MOE.
"I can not get into details on dessert," said Williams. "We are looking for our sister brand, Cinnabon we did an internal work on the things I think are America's favorites: apples and chocolate and Hershey and Mores. »
Do things as practical as possible
Moe is testing several more practical ways for customers to take command. Selective home collection has been implemented as a test gallop in two locations with plans to ride out more restaurants. The channel has also added four Drive-Thru locations this year and can update the more traditional stores with Drive-Thru ways in the future.
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