Patrick Faas

True or false, queso fans: Moe's Southwest Grill is going global! That one’s mostly true, with a slight twist. Our team has learned some valuable lessons about scaling brands beyond the U.S. in recent years, as 1/3 of GoTo Foods locations (and 2/3 of our pipeline stores) are international. One of our biggest takeaways when bringing any brand across the pond is that you can’t just “lift and shift” a restaurant concept from one country to another. That strategy would be like dropping Dorothy’s house in Oz.   Localization is a major deal in the modern marketplace, and David Mikita and his international team conducted loads of consumer research in key global growth markets before we began sketching out what an international Moe’s model might look like. After all, if we want to bring our brands to new corners of the world, then it’s critical that we ask and understand what people from other cultures value in a dining experience.   Of the many insights we gained from our consumer-driven approach, loud and clear was the finding that “Southwest” food as a term means nothing in international markets.   (“Southwest of what?” respondents asked. Point well taken.)   Enter the twist: Internationally, our restaurants will be Moe’s Casa Mexicana. Brought to life with lively colors, a warm and inviting atmosphere, and fresh, flavorful menu—with an emphasis on some of Mexico’s most traditional dishes (tres leches cake, anyone?). Our research uncovered the need to meet the growing popularity of Mexican cuisine and prompted a few additional changes to our global Moe’s franchise model. For one, guests will still order their food in a fast casual setting, but dishes will be prepared behind an enclosed glass wall, rather than in front of a guest as they go down the line. This adaptation helps to preserve transparency in our food prep while catering to cultural aversions surrounding cafeteria-style service models.   We’re drawing less on American pop culture at our international stores and leaning into the vibrance and vitality of Mexican culture.   Another difference we noted between guests in the States and in international markets is the desire for more or less personalization. Unlike American consumers, who enjoy wielding decision-making power over every ingredient in their nachos, it seems folks overseas mainly care about customizing their proteins and spice level. So, we went all in on those options, taking care to ensure our heat levels and flavor profiles are tailored to meet the nuances of each regional market. We also developed four unique footprints for international franchisees to support a wide range of spaces: a standalone restaurant, a food court unit, a mall kiosk, and other models focused on takeout and delivery service that will wow our guests.   You can count on the heart and soul of Moe’s being consistent across the globe. You’ll always be welcomed warmly when you eat at Moe’s, no matter where in the world you go! ¡Bienvenido a Moe's!

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