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Franchise Opportunity Deep Dive: Moe’s Southwest Grill is a fast-casual TexMex restaurant concept specializing in customized burritos, tacos, nachos, and southwestern entrees.
Moe’s Southwest Grill is a fast casual TexMex restaurant franchise that serves customized burritos, tacos, nachos, and other Mexican and Southwestern-themed options in a friendly, seat-yourself dining room.
Moe’s was founded in December 2000 in Atlanta, Georgia, where it remains headquartered today. It was founded by Martin Sprock, and it now operates under the purview of GoTo Foods, a leading developer of numerous global food service brands, including Carvel, Cinnabon, McAlister’s Deli and Auntie Anne’s.
Mission: Moe’s Southwest Grill's mission is to “feed the rebel spirit in everyone” through fresh, bold flavors and an energetic environment.
Values: Moe’s Southwest Grill’s vision is to celebrate everyone's true flavor by creating an entertaining, welcoming, and bold fast-casual experience. This is represented by the “Moe’s Greeting.”
Franchising with Moe’s Southwest Grill offers simplified operations relying on just 20 simple ingredients, comprehensive training and support, strong supply chain and purchasing power, as well as multiple revenue streams and store footprints. Franchisees join a brand committed to MOE’S values in a fast-growing segment, utilizing a proven business model backed by GoTo Foods.
Moe’s Southwest Grill is expanding across the United States. Emerging markets include:
View Moe’s Southwest Grill Territory Map Here
Initial Costs: The estimated initial investment to begin operating a Moe’s Southwest Grill franchise ranges from $644,425 to $1,968,450. The 2026 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| First Expenditure | $644,425 | $1,968,450 |
| Second Expenditure | $259,700 | $1,140,000 |
Initial Franchise Fee: The initial franchise fee to own a Moe’s Southwest Grill is $35,500. For qualifying veterans or members of the Armed Forces, the Initial Franchise Fee is $20,000.
Ongoing Fees: According to the 2026 FDD, Moe’s Southwest Grill franchisees are responsible for the following ongoing payments and fees:
| Type of Fee | Amount |
| Royalty Fee | 5% of Net Sales |
| Advertising Contribution | Currently, 3% of Net Sales, but it may be increased to up to 4% of Net Sales. |
| Local Marketing Obligation | Currently, each calendar quarter, you must spend not less than 1% of Net Sales on local market advertising. |
| Learning Management System License Fee | $210 per year |
| POS System License and Lease Fees | $159 to $454 per month if you purchase the POS System under the CapEx Program and $332 to $902 per month if you lease the POS System under the HaaS Program. |
ROI Potential: According to the 2026 FDD, the 563 franchises operating for the entirety of 2025 reported the following:
| Quartile | Average | Median | High | Low |
| Top Quartile | $1,753,026 | $1,656,299 | $3,033,274 | $1,400,345 |
| Second Quartile | $1,254,386 | $1,246,534 | $1,398,048 | $1,246,534 |
| Third Quartile | $1,005,591 | $1,002,810 | $1,136,444 | $879,161 |
| Bottom Quartile | $720,261 | $741,524 | $877,146 | $456,437 |
| Total | $1,184,316 | $1,138,698 | $3,033,274 | $456,437 |
Moe’s Southwest Grill supports its franchisees before operations begin. Moe’s helps you review, select, and evaluate a location for your franchise, and approves development plans with all parties after you select a site. This includes building plans assistance, general contractor and architect approval, and furnishing material management.
On the operations side, Moe’s provides everything franchisees need to succeed before grand openings. Strong suppliers, operations manuals, management and on-site opening training, POS system management, and grand opening advertising.
Moe’s Southwest offers five key training programs:
Management Training Program: This training is required for full-time managers. This training consists of 200 total hours, covering all aspects of the business, including food safety, station and position training, guest recovery, shift management and inventory, end-of-day procedures, etc.
Primary Contact Training Program: Each franchisee must appoint a primary contact who attends a 54-hour training program. Here they learn how to oversee franchise relationships, communications, and administrative compliance.
On-Site Opening Training and Assistance: Store staff and management will come together for a week during or before opening to teach roles, responsibilities, and operations.
Franchisee-Led / Certified Training Program: Trainees of multi-unit operators will complete this training and receive a corporate certificate upon completion. This training focuses on in-house management training programs.
Subsequent Trainee & Refresher Training: For new hires and employee transfers. This training reintroduces the standard management training program before they begin operating.
Moe’s franchisees receive operational support in various ways:
Comprehensive Operational & Field Assistance
For a franchisee’s opening, corporate representatives are sent to the restaurant for a week, aiding in opening setup and operations. Afterward, Moe’s provides field consultations that offer ongoing support off-site, on-site, or by phone, as deemed necessary by corporate personnel.
Marketing & Advertising Support
Moe’s Southwest offers strong branding and pairs this with marketing for its franchisees. The corporate team manages the brand ad fund for national/regional TV, radio, print, and digital campaigns, agency retainers, public relations, guest response programs, and brand applications. They also support digital marketing by managing systemwide websites, digital accounts, mobile apps, third-party ordering platform integrations, and loyalty rewards programs.
Moe’s assists with local marketing, providing pre-approved local advertising and promotional content (posters, banners, mailers, social media templates) to help satisfy the quarterly 1% Local Marketing Obligation.
Supply Chain & Purchasing Power
Moe’s Southwest Grill has proven purchasing power and empowers their franchisees with these connections. Franchisees get access to suppliers and distributors and can get help with pricing, logistics, quality assurance, and more.
Moe’s Southwest helps its franchisees with technology that not only protects them but also supports sales.
Point-of-Sale (POS) System & POS Management
Franchise owners will get access to and training on their proven POS system, the CapEx Program or hardware lease (HaaS Program). These programs handle customer transactions, cash management, menu/price controls, drive-thru timer tracking, and permanent sales recording. They also provide strong support services for troubleshooting and pulling overnight sales data.
Digital Ordering, Mobile App & Delivery Platforms
It’s no secret, ordering online and through apps has transformed the food industry. Moe’s gives franchisees the ability to win through their online ordering platform and rewards/loyalty app. It also offers support through ordering management platforms that help with catering, call center support, and integrated third-party delivery services such as DoorDash and Uber Eats.
Back-Office & Learning Management Tools
Moe’s offers tablets to help franchisees develop their employees. These tablets offer recipe guides, operation videos, compliance tracking, and employee training. Similarly, the brand provides pulling systems for inventory management and other reporting needed.
You need previous experience to become a Moe’s franchisee. GoTo Foods specifically targets "ideal franchise owners" who possess proven multi-unit restaurant ownership or operating expertise.
Committing to Moe’s Southwest Grill means devoting your best efforts to the proper and effective operation of the Restaurant. To ensure best efforts, you must appoint a primary contact. The primary contact makes direct decisions, has authority, and supervises restaurant operations. The primary contact must be approved based on background checks and own at least 5% of legal or beneficial equity. Additionally, each store must appoint at least two full-time managers. Truly passive or hand-off ownership is not supported, even if both the primary contact and full-time managers are in place. Their 2026 FDD states, "We do not recommend an investment in a Restaurant for investors interested in an absentee management business".
Moe’s Southwest Grill does not offer financial assistance; however, it partners with third-party lenders and has institutional partnerships to assist potential investors. Moe’s may refer prospective franchisees to unaffiliated third-party leasing or financing companies.
Moe’s Southwest Grill is well positioned to grow across the United States. Technavio reports that the US fast casual restaurants market is expected to grow to $97.2 billion by 2030. Moe plans to grow with the industry and is already expanding in 21 territories.
Competitor Analysis
Competitors include:
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