Will Moe's Know Ground Beef? Moe’s Southwest Grill Brings Ground Beef Into Seven Test Markets to Determine Menu- and Customer-Broadening Viability

Leading multi-concept franchisor Raving Brands today announced that it is introducing ground beef to the menus of 22 Moe’s Southwest Grill locations spanning six states. From Oct. 1 – Nov. 30, 2005, the select test stores will offer ground beef as an option for customers ordering any entrée on Moe’s menu line-up, which includes signature burritos, tacos, quesadillas, nachos and other menu items.

The ground-beef offering, produced by Tyson Foods, a recognized market leader in protein-based foods, features a flavorful combination of fresh peppers and onions along with Moe’s Secret Seasoning. The delicious result delivers large beef crumbles infused with savory, Southwest flavor – just like Moe’s mom used to make.

“We strongly believe that adding ground beef to Moe’s menu line-up will provide the brand with many effective ways to stay competitive in the marketplace,” explains Brian Curin, vice president of marketing for Raving Brands. “In addition to its ability to create new items for existing Moe’s fans, we are confident this menu addition will single-handedly help create an entirely new customer base across all of our stores. It’s a strategy we envision will not just simply sustain Moe’s leadership positioning within the industry but also greatly enhance it.”

Raving Brands is providing marketing and promotional support to the 22 test-store participants located in the following markets: Birmingham, Ala.; Atlanta, Ga.; Jacksonville, Fla.; Ann Arbor, Mich.; Southgate, Mich.; Louisville, Ky.; and Raleigh, N.C. Successful adoption into test stores will allow Raving Brands to eventually make ground beef a permanent part of the regular menu among all 250 operating Moe’s Southwest Grill locations nationwide.

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 800 Franchise units signed for 38 states. Moe’s Southwest Grill was presented with the 2004 “Hot Concepts!” award. “Hot Concepts!” is presented by Equal® and managed and produced by Nation’s Restaurant News. Moe’s Southwest Grill is part of Raving Brands, which also Franchises Mama Fu’s Asian House, Doc Green’s Gourmet Salads, Boneheads Grilled Fish and Piri Piri Chicken, Monkey Joe’s, Planet Smoothie, Planet Smoothie Café, Shane’s Rib Shack, PJ’s Coffee/PJ’s Coffee and Wine Bar.