Industry News | March 2, 2009

Texting Moe's Saves Customers $2

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The secret ingredient and the main distinction between the Phil E. and the Philly: Moe’s queso. Available until May 31, Moe’s Phil E. burrito and quesadilla feature grilled sirloin steak, sizzling peppers, onions and mushrooms, shredded cheese, and last, but certainly not least, Moe’s queso all wrapped in a warm tortilla.

“At Moe’s, we create limited time offers that fuse Mexican flavors and American favorites,” says Dan Barash, director of research and development for Moe’s Southwest Grill. “The flavors in a traditional Philly Cheesesteak are already widely loved, but when you add Moe’s spicy white queso and a flour tortilla, the marriage of the flavors is incredible.”

To promote the new Phil E., Moe’s is launching its first nationwide mobile campaign. Guests who text MOES to 46786 will receive two dollars off of their next Phil E. purchase. The company began working with Fishbowl in January to build its VIP mobile database and has since added nearly 5,000 numbers. Moe’s is working with Opt It, Inc. to execute its first text messaging campaign.

“We want the portion of our customer base that does not typically clip coupons out of the Sunday paper to have easy access to the great deals Moe’s offers,” says Sara Riggsby, director of marketing for Moe’s Southwest Grill. “The large number of people who opted-in on our Web site to receive mobile offers even before the promotion began is exciting for us.”

The Phil E. burrito and quesadilla are served with free chips and salsa at participating locations nationwide.