Welcome to Moe’s! The familiar greeting that makes us feel part of the family. It’s been a staple ever since Moe’s was founded 18 years ago and the brand has been a favorite of mine since my days at FSU. I probably downed 200 Joey Bag of Donuts during my time in Tallahassee. And the FREE chips and salsa…don’t even get me started. There’s really nothing better than free deep-fried tortilla chips.
While tasty burritos and free chips will remain forever, the logo, restaurant design and even some of the menu items will now look a bit different. Under the guidance of FOCUS Brands, Moe’s debuted a new look and feel in November. They are calling the new prototype design, ‘The Oasis.’
To help spread awareness of the new design and brand evolution, Fish was tasked with handling all trade media outreach. We knew the best approach would be to secure a trade exclusive with Nation’s Restaurant News (NRN) – a trade pub with one of the largest readerships in the industry. It would give us the opportunity to tell a complete story and focus on the reasons behind the evolution – not something that can be accomplished with the standard press release.
The exclusive with NRN knocked it out of the park and highlighted all key messaging the client hoped to achieve. We were also able to secure hits with key industry outlets like QSR and Restaurant Business. It made our day to help our client tell this amazing story of a brand that is reaching new heights and taking over Southwestern cuisine!
As Moe’s continues its brand evolution and more restaurants begin to change, Fish will help the brand land placements with additional trade and business outlets, so that the story of the evolution can continue to be told through a variety of different lenses. We’re also working on securing a cover story that will focus on the evolutions of all restaurant brands that fall underneath the FOCUS Brands umbrella. Stay tuned for that one. There’s a ton of work that’s put into changes of this magnitude and we’re excited to help spread awareness for our client.
Have dreams of taking a trip to Arizona, New Mexico or Colorado? No need – take a bite of Moe’s new tacos or charro beans and you’re basically there. We’re anxiously waiting for the new Moe’s to hit our town. Aren’t you?!
