The famed Philly Cheese Steak may need to worry about Moe's Southwest Grill coming to town, as the Atlanta-based concept's overstuffed Homewrecker Burrito prepares to take its place at the top of the Philadelphia food chain. Moe's is the fastest growing company in the quick-casual Fresh Mex category- the market segment that is taking the Restaurant industry by storm.

Trey Taylor, a former owner of Taylor Industries, has signed up to Franchise 10 Moe's Southwest Grills in the Greater Philadelphia area. The first Moe's will debut this January in North Wales, PA, at The Shoppes at English Village, 1460 Bethlehem Pike. A second is scheduled to open two months later in Philadelphia, at The Andorra Shopping Center at Henry Avenue and Cathedral Road. Two additional locations are planned for 2004, with several more soon to follow.

"Moe's is an exciting concept because it consistently delivers a superior consumer experience," explains Trey Taylor, Philadelphia's first Moe's franchisee. "It's a family-friendly atmosphere, but it's also an engaging environment - from the music to the paintings to the signature 'Welcome to Moe's' greeting when you walk through the door."

Appealing to a more health-conscious public, Moe's is focused on freshness: there are no freezers or microwaves at any of the locations. As a result, everything is made fresh daily. Moe's offers burritos, tacos, quesadillas and salads with a choice of grilled tofu, chicken or steak. Moe's also offers vegetarian items, a kid's meal and adult beverages.

"Franchisees continue to respond enthusiastically to the Moe's model, which remains one of the most financially attractive in the industry," explains Matt Andrew, Vice President, Raving Brands, parent of Moe's. "Additionally, they are seeing the success Moe's is having nationally, as we have recently opened our 104th restaurant."

Based in Atlanta, Moe's expansion in the Northeast signifies the success of the Moe's concept. Coupled with its West Coast development, Moe's has established a national footprint that will support the rapid growth of the brand. The company intends to open an average of four restaurants per week in 2004.

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 104 restaurants in operation. Greeted with a trademark "Welcome to Moe's" cheer that sets the tone for a lighthearted experience in each store, Moe's is quickly becoming the southwest concept to watch, with a total of 650 more franchise units scheduled for 23 states.

Franchise News Release: Atlanta, GA - (Jan-15-2004)