So it looks like Moe’s is trying to move away from its tradition Tex Mex platform to a more unique “southwest street-food” theme.
It was interesting because it was just last week when I went back to my hometown of Kennesaw, GA to vote that I passed this new restaurant that said “coming soon.” It took me a few seconds to realize it was Moe’s, just with a new look and logo. Upon this realization I googled their logo change and came across their entire brand makeover strategy featuring this one “Oasis” restaurant in Kennesaw (pic to the left).
Moe’s has decided it does not “want to be a burrito shop anymore,” but instead is looking to expand into the street taco department. Customers will still be able to customize their tacos, but this will move Moe’s into more of a niche market again. Such items like: original or blue corn tortillas with crunchy avocado, diced onions, lime and chipotle ranch dressing will just be some of the featured menu options. They also plan on creating a new salsa bar called “Land of the Free” that emphasizing their famous free ships and salsa policy while offering a much larger variety of salsa and topping to choose from. Their president Bruce Schroder claims, “We weren’t getting credit for freshness. so we did want to amplify that.”
Between their new restaurant designs (interior and exterior) and solid menu changes, Moe’s is looking to draw a strong bit of attention to their restaurant chain in the next upcoming months. It will be interesting to see how The Oasis in Kennesaw performs and when they will be looking to expand this concept nationwide. Everyone loves some free chips and salsa and some awesome southwestern charm.