Moe's Growing Big Time in the Big Apple

Moe's Southwest Grill, the Atlanta-based Tex-Mex, fast casual concept, has its sights set on growing a Moe's orchard throughout the Big Apple and surrounding markets, well ahead of the competition.


The previously ranked top three brands have been slow to establish any real presence in New York; about six exist among the three brands. On the other hand, Moe's is planting about 30 new franchise seeds in several markets throughout the state with plans to become the largest Tex-Mex, fast casual brand in the state.

"We're not sure why the competition has been slow to enter New York with any serious level of commitment, but we are ready to establish our brand and take a leadership position on behalf of the category," explains Matt Andrew, Vice President, Raving Brands. "We believe the Northeast, whose consumer make-up is very much convenience-driven, is ideally suited for our type of fast casual, Tex-Mex experience. Apparently, a number of local franchisees agree."

Having signed seven unique franchise teams, Moe's plans to open the 30 new stores in the next year. They include: Mike Walsh with 10 on Long Island; Dan Manzella and Joe McCallister with three stores for Staten Island and Brooklyn; Larry Wilson with five stores in Syracuse, Binghamton, Ithaca and Rome, NY; Brad Debrazia with three stores for Buffalo and Rochester; Jonathan Traeger with three stores in Glen Falls, Saratoga Springs and Schenectady, NY; Michael Stone and Sean Leahy with three stores in Rochester and Jeff Yamin with three stores in Albany. The first Moe's Southwest Grill in New York opened in June on Long Island.

"2005 is the year we begin our pursuit of the category's leadership position, in customer experience, geographic reach and size," explains Martin Sprock, Founder and Chief of Raving Brands! which owns Moe's in addition to four other established or emerging brands. "In some of the most visible, consumer heavy markets in the country, we will raise the profile of Moe's as the people's brand, one born and managed today from an entrepreneurial spirit. It's what resonates with our consumers and our franchisees."

Appealing to a more health-conscious public, Moe's food is prepared fresh daily. There are no freezers or microwaves at any of the locations. Moe's offers burritos, tacos, quesadillas and salads with a choice of grilled tofu, chicken, turkey or steak. Moe's also offers vegetarian items, a kid's menu and adult beverages.

About Moe's Southwest Grill

Moe's Southwest Grill offers fun, fresh, southwest cuisine with a healthy twist. The Atlanta-based company was founded by Martin Sprock in December 2000 and currently has 150 restaurants in operation and an additional 750 more franchise units scheduled for 38 states. Greeted with a trademark "Welcome to Moe's" cheer that sets the tone for a lighthearted experience in each store, Moe's is part of Raving Brands which also franchises Mama Fu's, Planet Smoothie, PJ's Coffee and soon to open, Doc Green's Gourmet Salads. This year Moe's has recorded a number of distinctions throughout the industry as well as within the Atlanta market, which is home to some of the largest, longest-standing restaurant companies in the country.


Logos, product and company names mentioned are the property of their respective owners.

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