Moe’s Southwest Grill Case Study

Moe’s Southwest Grill Case Study

Challenge:
The collaboration between SPARK Strategic Ideas and Moe’s Southwest Grill is one underscored by significant year-over-year increases in customers, interaction with the brand and, most importantly, sales. SPARK began working with the Moe’s Hampton Roads co-op group in 2011. At that time the market had 7 stores. By the end of 2014, SPARK had worked with a total of 67 locations across nine different co-ops in the Southeast, Northeast and Midwest. 

The focus of SPARK’s strategic planning was to support Moe’s corporate’s business objectives of broadening awareness, increasing transactions and boosting customer frequency, while retaining existing customers. Similarly, SPARK’s media strategy focused on frequency with select media partners to build brand loyalty and garner return visits from both audiences.

Solution:
To achieve success, SPARK committed to developing customized market-by-market annual plans that utilized a blend of both traditional and non-traditional tactics. Each market’s plan took into account the characteristics of a market’s demographic and socioeconomic profile. SPARK then laid in national and local promotions, including ones that were created by the agency. Next a full media plan was developed and public relations, events, e-blasts, text messaging programs and a slew of other marketing initiatives were layered into each plan.

The media plans each employed a unique mix of TV, radio, online and outdoor advertising integrated with social media, public relations and local partnerships. The attention given to each local market helped SPARK receive the most efficient rates and created lasting relationships with local media reps. This approach also helped deliver continuity in key massages, weighted by day of the week and specific dayparts. Such granularity allowed a narrowed focus on targeting key audiences, including students, families and professionals. These efforts are fully integrated with social media and public relations tactics. 

This kind of media planning provided a solid foundation on which quarterly local promotions and customized added value were built. Many of SPARK’s successful marketing campaigns were recognized and emulated on a national level. These efforts were only extend advertising budgets, but also helped build a database of email addresses, which Moe’s owners could access to reach new and existing customers. 

Social media also played a key role in building brand awareness and driving sales for Moe’s. For example, the Moe’s Charlotte co-op was particularly concerned about their social media presence before hiring SPARK in August 2011. At this time, the Moe’s Charlotte Facebook page had 704 fans with no interaction. Their Twitter page laid dormant. Their Foursquare, Yelp and Urbanspoon pages were receiving customer reviews without a Moe’s representative monitoring comments. 

By December 2014, the Moe’s Charlotte Facebook page grew to almost 60,000 fans that regularly engaged in conversation. (For comparison, the Moe’s Charlotte page managed by SPARK was the second largest Moe’s page next to the Moe’s Southwest Grill national page.) SPARK was dedicated to driving conversation, responding to comments and creating a compelling reason for users to visit the page. SPARK also continually optimized Facebook advertising to ensure success. 

The Moe’s Charlotte Twitter page reached over 400 followers who regularly engaged with the brand. Followers were often brand ambassadors who encouraged their own friends to go to Moe’s. SPARK managed Foursquare, Yelp and Urbanspoon accounts for each location. Additionally, SPARK provided the clients with detailed bimonthly social media reports.

Results:

SPARK started working with one Moe’s market and grew its burrito empire from there. Four years later, SPARK had managed nine Moe’s markets with 67 locations. There are many stats to be proud of, including:

SPARK bought up to $625,000 in annual media on behalf of Moe’s.

SPARK secured significant amounts of added value to Moe’s media buys for free, up to 210% per market

SPARK helped to open 11 new locations across multiple markets in the Southeast, Mid-Atlantic and Midwest.

SPARK completed a national print buy for Moe’s with a budget of approximately $300,000, which reached a circulation of 4 million. 

Sales and customer frequency increased in every Moe’s market served and exceeded the national Moe’s averages in sales and transaction counts every year. 

Moe’s honored SPARK by voting them 2012’s “MVP Agency of the Year” out of 17 agencies that work with the company’s 500+ locations nationwide. This award was the first of its kind to be presented.

In 2013, SPARK was awarded “Highest Comp Sales Growth” after helping a particular market reach a 9.3% sales increase.

SPARK grew the social media pages for the Charlotte, Hampton Roads and Triad markets to be the first, second and fourth most popular Moe’s Facebook pages of all markets.