It turns out Chipotle isn't quite "Chipotbae" anymore. Moe's Southwest Grill has less than half as many restaurants, but it unseated the brand as the most popular Tex-Mex chain in the country, according to this year's Restaurant Brands of the Year Harris Poll. In light of this victory, we decided to take a closer look at the grill, uncovering what Moe's virgins and diehard fans don't know—starting with, who the heck is Moe, anyway?!
1. Moe Isn't Who You Think He Is.
Moe isn't a "he" at all—or a she, for that matter. It's an acronym for Musicians, Outlaws and Entertainers, a nod to the spirit of the people who founded the burrito company back in 2000. These Deadheads (AKA Grateful Dead fans) had a strong appreciation for creativity and boundary-pushing, a representative said, which is why they decided on an unconventional tack for naming dishes and decorating the store, infusing every bit with a pop-culture reference. Rather than order a burrito with specific toppings, for example, the menu lists a "Joey Bag of Donuts," "The Homewrecker," and "Art Vandalay."
2. Somebody, Somewhere, Is Yelling "Welcome to Moe's" Right Now.
Whenever someone walks into a Moe's restaurant, employees shout "Welcome to Moe's." It was created as a way to embody the spirit of the brand, a representative said. As of 2012, it was estimated that the phrase is uttered 11,275 times an hour across all restaurants.
3. Not Everybody Likes That Greeting.
Jeff Lynch of Raleigh, NC, found the greeting so frustrating he launched a Change.org petition to end it.While 21 people shared his desire to eat their dang quesadillas in silence, the petition ultimately failed to reach its goal of 100 signatures and has since been closed.
4. Its Secret Menu Has More Combinations Than Starbucks.
The coffee company has gotten all kinds of attention for the 170,000-plus ways you can combine its coffees, teas, syrups and sauces to create new drinks (ahem, rainbow drink mania), but Moe's takes things much, much further. The Tex-Mex chain boasts more than 20 fresh ingredients and seven different ways to eat them (tacos, nachos, burritos, quesadillas, etc.), which amounts to 17,030,314,057,236,500,000 potential meals.
5. Moe's Wants to Make Your Mondays Less Sucky.
Having a "case of the Mondays" takes on new meaning when you're a Moe's fan. Most restaurants offer a special discount on a burrito, chips and a drink that day.
6. Here's What You Can Do to Score a Free Burrito.
Just signing up for the company's Rockin' Rewards program will earn you a free burrito, and you'll also score a $10 credit for every 1,000 points you earn (every dollar you spend nets you 10 points).
7. One Couple Had a Moe's Queso Fountain at Their Wedding.
To promote its catering services, Moe's held a contest asking people to submit a photo or video showing why they wanted the brand to provide the food at their wedding. About 500 entries were received, but the video below—depicting a mini-burrito love story—won out.
The couple's May 28 reception featured plenty of burritos, a salsa bar, and most epically, a queso fountain. Chocolate fountains are so 2011 anyway.
8. Quesopalooza Is Not to Be Missed.
Log it in your iCal: The third Thursday of September (that's the 15th this year) is Quesopalooza, Moe's excuse to celebrate its white queso, drum up foot traffic—and dish out roughly 220,000 cups of free queso to fans.
9. Fans Have Resurrected an Old Menu Item.
People went so crazy for Stacks—two flat corn tortillas sandwiching meat, cheese and veggies, all wrapped in a flour tortilla, much like Taco Bell's Crunchwrap—that they created a Facebook page begging the brand to bring them back. Moe's obliged.
10. You Won't Hear the Radio On at Moe's.
The brand doesn't just play any music at its stores. Instead, it uses a hand-selected playlist of songs from deceased artists—or covers of their songs—a rep said. The lineup is updated twice a year, and franchise owners can put in song requests.
11. Moe's Takes Cinco de Mayo Very Seriously.
The brand calls the fifth of May "Cinco de Moe's" and puts its own spin on the celebration, offering $5 burritos and giving away free shirts to the first people in line at stores that day. This year, the company also launched a special campaign, encouraging people to create their own social media posts promoting Cinco de Moe's. The winner gets to take over the brand's social accounts for one day this August.
12. People Camp Out When a New Store Opens.
About 100 people—some hauling mattresses, folding chairs, umbrellas and tents—queued up outside of a Moe's in East Hempfield Township, all awaiting the store's opening, according to LancasterOnline.com. The first person in line camped out for 30 hours, and for good reason—the company offers free Moe's for an entire year for the first 75 people in line.
It's gotta be rough to realize you're No. 76.
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