Moe’s Southwest Grill SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 3812

SWOT Analysis of Moe’s Southwest Grill with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Moe’s Southwest Grill

Parent Company

Focus Brands




Food & Beverages

Tagline/ Slogan

Welcome to Moes


Serves southwest cuisine while at the same time allowing you to personalize your order. The ability to customize your burrito, taco, quesadilla, and even nachos exactly how you want them.

Moe’s Southwest Grill STP


People who love grilled food items

Target Group

Middle to upper class , customers who want high quality food


Fast Casual Mexican restaurant

Moe’s Southwest Grill SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Moe’s Southwest Grill :

1. The number of Moe's locations increased to over 550 in the US after signing 120 new franchises in six months.

2. Moe’s uses a variety of media systems to communicate and interact with their customers, which is a major factor to Moe’s success. For ex - For instance, they show all the different ingredients that you can put in your burrito, taco, or quesadilla on most of their media systems.

3. Provides “high quality” and “delicious” fresh food to customers

4. They also have catering facilities also

5. One can create customized menu according to his/her tastes

6. It serves all natural chicken

7. 100% sirloin grass fed steak

8. Signature Homewrecker burrito , made to order Tex-Mex food with all emphasis on natural ingredients is a staple diet for more than 10 years


1. It doesn’t have delivery or reservation options. Keeping in mind the huge popularity of Moe’s the business can grow if it has these options

2. Limited geographic reach and brand awareness as compared to globally popular food chains


1. More & more people becoming health conscious it should have more healthier menus

2. Most of the Moe’s are located only in bigger cities . Hence it expand in areas like New River Valley keeping in and increasing purchasing capacity

3. Moe’s does not have name recognition in the fast food segment, of other chains such as Wendy’s, McDonalds or Burger King.


1. Stiff competition from players like Panera Bread which offer large number of healthier options

2. It doesn’t have a drive through concept , most of the competitors are offering drive through concept

Moe’s Southwest Grill Competition


Below are the 3 main Moe’s Southwest Grill competitors :

1. Chipotle

2. Qdoba

3. Café Rio

The brandguide table above concludes the Moe’s Southwest Grill SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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