Moe's plans nationwide expansion; revamps rewards program
Moe’s Southwest Grill is celebrating its 25th anniversary – and making plans for expansion.
The fast-casual Mexican chain says in the past 12 months, it has opened 15 new locations nationwide, with more than 120 signed franchise agreements currently in various stages of development. Moe's reached a record-breaking average unit volume of $1,235,422 in 2024, showcasing four consecutive years of growth.
To fuel store expansion, Moe's is offering limited-time incentives, including franchise, royalty and ad fees, on commitments of three or more franchise agreements executed through Dec. 15, 2025 in select emerging markets.
With opportunities for development in both traditional and non-traditional venues, including military bases, airports and travel centers, Moe's aims to "strategically build density" in existing markets while expanding its national footprint into 21 emerging markets – including Arizona, Arkansas, Southern California, Iowa, Illinois, Indiana, Kansas, Maryland, Massachusetts, Michigan, Minnesota, Missouri, New Hampshire, Ohio, Oklahoma, Nebraska, Rhode Island, Texas, Utah, Vermont and Wisconsin.
As of March 30, 2025, Moe's Southwest Grill, founded in 2000, had approximately 580 locations nationwide.
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"As we celebrate 25 years in the fast-casual business, we are leading Moe's into a new era of growth," said Moe’s chief brand officer Mike Smith, who was appointed in October 2024. "By harnessing our rebel spirit brand positioning and strategically investing in culinary innovation, guest experience and franchise development, we are positioning Moe's for sustained success. Our unwavering commitment to unparalleled flavor, a welcoming atmosphere, and continuous improvement will drive our brand forward and create lasting value for our franchisees and customers alike."
To better reward its guests, Moe's is also bolstering the Moe Rewards program to the tune of more exclusive offers, a faster track to earn redeemable rewards and a new reward tier.
- Exclusive Perks: Moe Rewards members unlock exclusive access to special loyalty-only deals on fan favorites and limited-time offerings, while also benefiting from weekly Moe Monday offers.
- Fast Path to Rewards: Just $25 in spend now earns loyalty members a reward, incentivizing everyone from weekly regulars to lower-frequency guests.
- New Premium Reward Tier: The new Gold Tier recognizes top guests with 20% faster reward accrual after they earn 1,250 points in a calendar year.
Moe’s Southwest Grill is part of the GoTo Foods portfolio, which also includes Auntie Anne's, Carvel, Cinnabon, Jamba, McAlister's Deli and Schlotzsky's, as well as the Seattle's Best Coffee brand on certain military bases and in certain international markets.
